Category: In the News

Google, Meta and Amazon already capture 56% of U.S. advertising revenue, with the continued migration toward automated campaign tools threatening to concentrate an even greater share of growth among the largest platforms.

The advertising market is expanding faster than previously anticipated. But the increasingly important question for the rest of the industry is not simply how quickly the market grows — it is who captures that incremental spending.

Disproportionate growth

Madison & Wall’s latest estimates point toward further concentration around Alphabet’s Google, Meta and Amazon. The research firm estimates the three companies accounted for 56% of U.S. advertising revenue in 2025, excluding political advertising, up from 53% in 2024. Google increased its share from 28% to 29%, Meta from 17% to 19%, and Amazon from 8% to 9%, while everyone else’s combined share fell from 47% to 43%.

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What connects running shoes, home insurance and luxury cars? Customers take their time picking the right one. They research, they compare, and they consider. Increasingly, they do all those things using generative AI tools; 61% of U.S. consumers used an AI assistant for shopping research or decisions in the past three months, according to a survey of 2,600 shoppers by digital agency Dept.

In turn, that means advertisers in those categories find themselves more vulnerable to shifts in consumer search behavior provoked by the emergence of AI search tools like Google’s AI Overviews or ChatGPT, than other brands.

But CMOs aren’t looking to GEO tactics to save them. Instead, they’re using consideration concerns to argue for bigger media budgets and increased upper-funnel activity.

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