3 Tech Stocks Now Make Up 50% of U.S. Ad Revenues
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3 Companies Now Make Up 50% of U.S. Ad Revenues

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Big techs growing revenue market share

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The Briefing

  • Collectively, Amazon, Facebook, and Google make over $112 billion in advertising revenues
  • Two-thirds of ads in the U.S. are now digital

3 Companies Now Make Up 50% of U.S. Ad Revenues

Every year in the U.S., CFOs and marketing executives gather to allocate a portion of company funds towards advertising budgets. Today, on average, over half of those U.S. ad dollars end up in the deep pockets of just three tech stocks—Amazon, Google, and Facebook.

The advertising landscape is changing beyond recognition. Today’s data takes a closer look at annual U.S. advertising dollars, where Big Tech stocks continue to grow their presence.

The Ad Dollars in 2020

The U.S. is home to some of the biggest advertising spenders in the world. Despite a decline due to the COVID-19 pandemic, U.S. advertising spend was worth just over $225 billion in 2020.

The Big Tech ad triopoly made roughly $120 billion of this, and are taking up more market share with every year. One reason for this is the industry’s move towards digital ads, which now make up almost two-thirds of all ad spending.

An Unlikely Competitor

Big Tech stocks like Google and Facebook are well known pure plays on the advertising space. However, Amazon’s inclusion may come as a surprise. Typically known for their ecommerce business, Amazon now also makes over $16 billion in ad revenue each year.

But it wasn’t always like this. Prior to 2015, the digital ad space was a duopoly consisting of just Facebook and Google. At the time, Amazon ad revenues were relatively minuscule, totaling under $1 billion.

Here’s a closer look at those ad revenues over time:

YearAd Revenue ($B)% Change
2022P$20.0723%
2021P$16.3228%
2020$12.7523%
2019$10.3239%
2018$7.41122%

If these trends serve as any indication, advertising budgets will only be skewing more digital, and the ad triopoly will continue to command a larger share with time.

Where does this data come from?

Source: GroupM
Notes: Amazon ad revenues are estimates from the “Other” category of their reported revenues

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Charted: The Ukraine War Civilian Death Toll

Using data from the UN, this chart shows civilian death toll figures resulting from Russia’s invasion of Ukraine.

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Ukraine war death toll

The Briefing

  • In total, since the war began in February there have been over 7,031 Ukrainian civilian deaths
  • Most of the civilian casualties recorded were caused by the use of explosive weapons, such as missiles and heavy artillery

Charted: The Ukraine War Civilian Death Toll

Russia’s war of aggression in Ukraine has wrought suffering and death on a mass scale, with many Russian attacks targeted at civilians.

We’ve created this visual using data from the UN Office of the High Commissioner for Human Rights (OHCHR) to better understand how many civilians have died in Ukraine as a result of the war, as well as how many were injured and how many were children.

The Numbers

As of early December, it is reported that 7,031 people in Ukraine have died because of the war — 433 of them children. Another 11,327 have been injured, 827 of which are children. In total, this is over 18,000 people killed or injured.

The figures are difficult to verify due to differing reports coming out of both Russia and Ukraine. The UN OHCHR anticipates that the numbers could be even higher.

The State of the Conflict

The war began on February 24th, 2022 and less than a year in, millions of people have been displaced by the conflict, and thousands of civilians have been injured or killed.

According to the UN, most of the civilian deaths have been caused by wide-ranging explosives such as heavy artillery shelling, missiles, and air strikes, and have been concentrated in Donetsk and Luhansk and in other territory still held by Ukraine.

Additionally, new estimates from Kyiv report approximately 13,000 Ukrainian military or soldier deaths, which has yet to be confirmed by the army.

Where does this data come from?

Source: The United Nations Office of the High Commissioner for Human Rights monthly reports on civilian deaths in Ukraine.

Note: Data on deaths and injuries can vary wildly depending on the source.

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