Marketers spending 43% of budgets on Google, Facebook, Amazon, want ‘alternatives’

Marketers spending 43% of budgets on Google, Facebook, Amazon, want ‘alternatives’


As part of a report on the use of location data by brands and agencies, Lawless Research and Factual investigated marketers’ attitudes toward “The advertising oligopoly of Google, Facebook and Amazon.” The survey found that these respondents (700) were spending on average 43% of their ad budgets on the three platforms; 65% of them say they want “alternatives.”

Amazon is now the third largest digital ad platform in the U.S. and many agencies plan to increase their Amazon spending. Despite this growth, most of their ad budgets are still going to Google and Facebook.

antitrust investigations are gearing up against all three companies, the findings in this report could make their way into DOJ or FTC files. Yet, it’s not really clear how serious these findings are or the depth of marketer discontent. More research needs to be done.

It’s possible what’s being exposed or vindicated is the principle of competition; marketers like the idea of more choices. It’s also possible that these respondents are voicing specific objections and concerns about the three.

This story first appeared on Marketing Land. For more on digital marketing, click here.

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