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According to the source, Alphabet alone accounted for an estimated * of the global advertising spending in 2023, making the Google-controlling holding the world's leading media owner by that criterion. Meta and Amazon followed with shares of **** and *** percent, respectively. Along with Alibaba and TikTok, the five companies collectively accounted for over **** of the global ad expenditure that year. The same source projected that social media, connected TV (CTV), and retail media will be the leading media by forecast ad revenues growth rate in 2024.

Alphabet: the omnipresent ad player

Google's global ad revenues will surpass an estimated *** billion U.S. dollars in 2024 – over twice as much as recorded half a decade earlier, in 2019, before the pandemic. The annual value was forecast to continue to expand, exceeding *** billion dollars by 2027. The seemingly unstoppable growth relies on the search leviathan's nearly ubiquitous presence: As of April 2024, its browser Google Chrome, for instance, concentrated over **** of the market share in very populated countries such as India and Brazil. In the U.S., it accounted for over **** of the browser segment, whereas the global average almost reached .

Meta: the social media ad champion

Thanks to the popularity of platforms like Facebook and Instagram, Meta still dominates the social media segment from an advertising perspective. Between early 2021 and late 2023, Meta's global in-app ad impressions quarterly growth rates consistently remained double-digit, increasing by over ** percent in the final quarter of the latter year. As of April 2024, it controlled two of the top three social networks by number of active users worldwide: Facebook with more than billion at number one and third-placed Instagram with about *** billion. YouTube, controlled by Alphabet, ranked second with over *** billion active users.