Amazon looks to be the first global company to disrupt the duopoly’s digital advertising revenue. And the timing couldn’t be better, as the duopoly’s (Facebook, Google) dominance is diminishing, according to eMarketer.
Currently, Google and Facebook control 59% of digital ad spend — a high proportion but one that has dropped almost 2% since 2017. The principal reason for this decline is Amazon’s foray into advertising.
Amazon’s threat presents the perfect opportunity for small publishers to take advantage of interest in alternative ad space, and showcase the benefits of their own platforms. For example, niche publishers often have a devoted following of readers and cover unique topics, which can be marketed as a chance to reach highly-engaged, precise audiences with targeted offers