Curated News from AdExchanger on February 9, 2022
Six years ago, Google and Facebook had won the digital ad market, or so said Stratechery’s Ben Thompson.
After Meta’s latest earnings, he reflects on that prediction: The duo did consolidate most online ad revenue. And Google has outgrown everyone else to a shocking degree. Five years ago, Google was the 400-pound gorilla with $26 billion in Q4 2021 revenue. Last week, Alphabet reported $76 billion for Q4 2021.
Thompson did overstate Facebook’s strength, though, he writes today.
Ad platforms aren’t created equally. Google’s and Amazon’s search-based advertising can’t be disintermediated by Apple.
Amazon’s purchase data means it doesn’t need an SDK network and millions of user opt-ins across thousands of apps to spin the attribution flywheel.