"Slow fade for Google and Meta's ad dominance" is an awful mischaracterization of what's happening https://www.axios.com/2022/12/20/google-meta-duopoly-online-advertising

Reality: Amazon has become a huge player as well, but all three are still growing. Neither Meta nor Google are "fading". If this graph used absolute values instead of forcing to 100%, the real story would be instantly clear. 🙄