Big Tech Grabs Bigger Share of Ad Revenue as AI Takes Hold
According to Madison & Wall's latest estimates, Google, Meta, and Amazon continue to dominate the US advertising market, capturing 56% of revenue in 2025. This represents a significant increase from 53% in 2024, with each company increasing its share: Google from 28% to 29%, Meta from 17% to 19%, and Amazon from 8% to 9%. The combined share of smaller platforms has fallen from 47% to 43%.
The trend is driven by the growing adoption of automated campaign tools, which accounted for around 12% of US ad spending in 2025. This number is projected to reach 27% by 2030, further concentrating growth among the largest platforms. Google's Performance Max and Meta's Advantage+ are examples of these products, which use AI to optimize ad placement.
Luke Stillman from Madison & Wall predicts that the big three will continue to outperform the average every year, with their market share increasing annually for the next five years. However, this trend may be disrupted by significant changes in consumer behavior, new technologies, or regulation.