What Will Breaking Up Big Tech Take—and Could It Spell Disaster for Marketers?

Some experts think advertisers might even benefit from it

Big Tech is now more than just big. It’s mammoth—and continuing to thrive. Facebook and Google already account for more than 60 percent of digital ad spend in the U.S. Then there’s Amazon, which already dominates nearly 50 percent of the U.S. ecommerce market. It’s the duopoly’s biggest digital advertising competitor at less than 7 percent of digital ad spend, but experts anticipate it will gobble up more digital ad dollars in coming years.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.