Digital advertising industry saw a material growth acceleration in 1Q’26 as it increased by 22.1% YoY.
Scaled advertising players are clearly some of the largest beneficiaries of AI. But for more sub-scaled players, the bar to remain relevant is getting harder and harder.
Meta’s utter dominance in incremental share in the digital advertising industry clearly shows it is getting harder and harder for advertisers to find better ROAS elsewhere.
Google Search seemed to have held onto a steady ~33% share in incremental advertising dollars over the last three years.
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As I do after every quarter, let me share the snapshot of the overall digital advertising industry. Please note that the digital advertising industry is defined as Alphabet’s (GOOG) advertising revenue+ Meta’s (META) advertising
