Three tech giants control more than half the global advertising market outside China as the pandemic accelerates the industry’s digital transformation and decline of traditional media.
Google’s parent company Alphabet, Facebook owner Meta and Amazon have doubled their share of ad revenues in the past five years, according to estimates from media buyers GroupM.
The figures, which come at a time of heightened regulatory scrutiny of Big Tech, show digital defied the contraction in other advertising channels in 2020 and is expected to surge another 30.5 per cent globally this year to $491bn, dwarfing other categories.
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