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...