Google and Facebook’s digital-ad dominance challenged by rapid ascent of Amazon and TikTok

The traditional dominance of Google and Facebook in digital advertising is facing a growing challenge from Amazon.com Inc., TikTok and streaming services, new research says.

In 2022, Alphabet Inc.’s
GOOGL,
-1.48%
 
GOOG,
-1.46%
Google, Meta Platforms Inc.’s
META,
+1.88%
Facebook and their respective subsidiaries accounted for a combined 48.4% of U.S. digital-ad spending, according to estimates…