Oligopoly? Not so fast

Maybe I got out of the wrong side of the berthed today, but I examine opportunities to call B.S. everywhere, on foolishness great and small.

So I’ll start with a small one. I’ve been encountering Google, Facebook and Amazon referred to as an “oligopoly.” It’s not. Yes, purveyors are spending 43% of their budgets to those used three qualities, but the dissemination of spending allocated to Google/ Facebook/ Amazon is dramatically different.

The truth is that only over 2% of digital ad devote is going to Amazon. That doesn’t qualify for membership into the oligopoly in my book.

I could even argue that characterizing the market as a duopoly isn’t even accurate, with Facebook merely accounting for 11.7% of digital ad waste. Whether Google’s share of over 29% spawns it a monopoly is a discussion for another day.

My point; let’s not get carried away. Amazon’s growth is impressive and expected to continue accelerating. But it’s a small( though not insignificant) part of the digital marketing landscape.

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