The pattern of American advertising market changes: Tiktok and other streaming media are unstoppable, and Google and Meta lose their "dominance"

With the rise of TikTok and streaming media service platforms, the dominant position of Google and Meta in the advertising industry is gradually disappearing.
According to the latest estimate of Insider Intelligence, in 2022, the parent company Meta of Google and Facebook will account for 48.4% of the US digital advertising expenditure;
Since 2014, the combined market share of these two companies in the United States has never been less than 50%.
Insider expects this number to drop to 44.9% in 2023.
Insider's data also shows that the growth rate of Google and Meta's advertising business is lower than that of other companies in the US digital advertising market.
Zachary Goldner, an analyst at Insider, said that the market share of the two companies had been eroded because advertisers had more abundant and attractive alternatives.
Goldner said in an interview with the media: All marketing personnel hope to have more choices.
Due to the change of the epidemic situation, people spent less time on the Internet than they did at the beginning of the epidemic.
Marketers worried about economic recession also reduced their advertising spending, making Google and Meta face headwinds in 2022.
In addition, Apple's privacy policy reform in 2021 will also affect other social media companies, including Meta and Snap.
Apple's inquiry about whether users are willing to be tracked has hit Meta's core advertising business.
The financial report of the third fiscal quarter of 2022 shows that Meta's revenue fell for the second consecutive quarter on a year-on-year basis.
The second quarter recorded the first quarterly revenue decline in the company's history.
The third quarter financial report shows that the revenue decline is accelerating.
Meta said on the financial report conference call that Apple's tracking restrictions will continue to affect its advertising business, but the impact has weakened.
Google has not been greatly affected by Apple's policies, because its search business depends on customers' own interests and intentions, rather than data collected from applications and network tracking.
Insider Intelligence said that in 2022, Google's share of the US digital advertising market will rise slightly to 28.8%, but is expected to drop to 26.5% this year.
At the financial report call in October, Google executives talked about that the search based advertising business often performed well in difficult economic times, but its quarterly revenue and profit in the third quarter were still worse than Wall Street expected.
Tiktok and other video platforms are "coming fiercely".
When traditional advertising giants are in crisis, companies such as Amazon and TikTok have become a force in the field of digital advertising.
More and more streaming media service platforms have started to cooperate with advertisers.
Marc Washington, CEO of Supergut, a manufacturer of intestinal health products, told the media that the company had spent about 80% of its advertising budget on Meta and Instagram platforms in the past, and the rest on Google.
At the beginning of 2022, he