This change has opened a window at a time when significant competitors such as Amazon.com, Apple, Netflix, TikTok and Walmart are luring advertisers faster than ever.
For over half a decade, Alphabet and Meta Platforms have ruled the digital advertising market — the money machine that funds the modern internet. They’ve collected more than half of all online ad dollars, year after year, to the point that competitors and regulators feared there would be no realistic way to break their hold.
This year, the duo will have some of their biggest challenges yet, facing fiercer and better-funded competition than it is been in a decade. Alphabet and Meta are still trying to recover from a change in Apple’s privacy policy that crippled the effectiveness of their ads on iPhones.
