Every Meta Moment Counts: How The Platform Draws Such A Large Share Of Digital Ad Spend

The Magazine Manager blog has long written about the Google-and-Meta-dominated Duopoly in digital ad spending (and even Amazon’s efforts to make it a three-headed Triopoly, with Meta possibly falling behind Amazon by decade’s end).

EMARKETER recently crunched some of Meta’s numbers against other platforms, specifically other video- and audio-focused platforms, to better show the share of time spent on that platform against the digital ad spend. Meta’s ad share, for instance, was nearly three times the share of time spent.

(Source: EMARKETER)

“Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital,” says the EMARKETER forecast, which factors in Meta’s reported Q2 usage growth and 10% rise in impressions and price per ad. “Meta has built an outsized ad spend share by facilitating trackable ROI and easy ad placements. Meanwhile on CTV, the ad industry has been slow to meet consumer time spent.”