Alphabet controls almost half of all online advertising

Rob Clapp

An overview of Alphabet's market share of online advertising spend by platform (Google Search, YouTube, and Google Network Members).

Alphabet now accounts for just under one-half (48.1%) of global online advertising spend, according to a WARC Data analysis of the company's latest reports.

The parent company of Google and YouTube saw advertising revenue across its platforms increase by $12.1bn (+9.0%) in 2020, capturing a larger share of a wider ad market that struggled. In comparison, global online advertising investment remained largely flat by historic standards, and offline spend fell by an estimated 19.7% last year.

The company adds that retail was the largest contributor to year-on-year growth in advertising, with tech, media and entertainment, and CPG also being high...

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