Mumbai: Alphabet, Meta and Amazon receive almost half of all advertising spend globally at 46.1 per cent, according to the latest data released by WARC. While the three companies accounted for 33.8 per cent of all advertising investment in 2019 before the pandemic, the digital acceleration from consumers and brands in 2020 and 2021 has pushed this share even higher.

Alphabet tops the list, accounting for 27.2 per cent of adspend, up from one-fifth in 2019. Meta has risen to 14.9 per cent while Amazon has doubled its share to 4.0 per cent, according to WARC’s analysis of the company reports.

The three tech giants have also managed to grow their share of online advertising, despite their dominant size. Altogether, Alphabet, Meta and Amazon accounted for 71.2 per cent of all online adspend in 2021, up from 67.8 per cent in 2019, as per the data from WARC.

WARC Data's latest forecast puts total advertising growth at 12.5 per cent in 2022, with e-commerce set to be the quickest-growing medium. Social media is also expected to overtake search advertising in value this year.

The three companies that are leaders in their respective media – Alphabet in search (Google) and online video (YouTube), Meta in social media (Facebook and Instagram), and Amazon in e-commerce – have steadily grown their share of the advertising market. If their current rate of growth continues, they're set to account for more than half of all advertising investment in 2022, says WARC Data's forecast.