Advertising technology is not an industry Google, Meta and Amazon participate in — it is an industry they are. Between 2008 and 2024 the Big Techs’ share of advertising revenue went from 31% to 66%: they arrived owning the audience, and they monetise it with data and technology advantages no independent platform can replicate. This is a full institutional-grade sector report on digital advertising, adapted from a 117-slide deck into six structured chapters covering the value chain, the addressable market, the trends redirecting budgets, an extended argument on Connected TV, and the listed players measured against the Big 4.
Research Study
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