Latest Marketing & Advertising News
Amazon, Google, Meta Dominate 85% of Global Programmatic Ad Market
Guideline data reveals top four DSPs—Google DV360, Trade Desk, Yahoo, Amazon—control 85% of Q1 2026 programmatic spend, up from 75% in 2022. Amazon nearly doubled its share to 20% in 15 months, while Trade Desk stagnates globally at 13% growth.
Amazon Accelerates DSP Market Share to Near 20%
Amazon surged from under 10% DSP share 15 months ago to nearly 20% by Q1 2026, per Guideline data discussed on Media Unfiltered Podcast. Projections for CY-2025 show Amazon at 19%, Google at 41%.
eclicktech Highlights AI Trends at Amazon Ads unBoxed 2026
Amazon Ads hosted unBoxed 2026 in Shenzhen on May 9, focusing on AI advancements in targeting, creative production, campaign management, and measurement. eclicktech emphasized four key trends shaping global AI-driven marketing.
Ad Tech Leader: 'Death of Digital Media' Overblown Amid AI Shifts
Equativ President Michael Lehman argues market uncertainty and AI are causing pauses, driving ad dollars to premium inventory and mandating publisher diversification beyond ads. Investors and marketers face paralysis from economic uncertainty and AI disruption.
Global Pulls Billboard Campaign Mocking Ad Agencies Like WPP
Billboard operator Global removed a campaign targeting ad giants near WPP's London HQ on May 5, sparking conflict of interest accusations. The ads criticized agency holding companies for delays and underutilization, prompting claims of protecting revenue ties.
Google Ads AI Max Adds Account-Level Content and Title Exclusions
Google will roll out account-level exclusions for unwanted content and titles in AI Max later this year, building on campaign-level URL controls. This enhances advertiser control alongside inventory-aware features excluding out-of-stock items.
IAB Sweden Expels Meta Over Deceptive Advertising Failures
In March 2026, IAB Sweden expelled Meta from membership, citing insufficient action against deceptive ads—a rare sanction by the trade body. This highlights ongoing scrutiny of platforms' ad integrity.
Amazon Tightens Identity Alliance Compensation Rules
In April 2026, Amazon shifted programmatic identity partner payments from volume-based to incremental value, tightening rules for its Identity Alliance. This aims to prioritize higher-quality identity solutions in advertising.
Trade Desk Sees Modest 13% Growth as DSP Consolidation Accelerates
Global data shows The Trade Desk at 13% growth in Q1 2026, with its share at 31% projected for CY-2025 amid top four DSPs reaching 85% market control. Yahoo's share drops to 5%.
3AF Unveils New Logo and Vision at 2026 May Summit
The Asian American Advertising Federation's May 2026 Summit previews a refreshed logo, vision, and mission to drive growth and elevate the industry. Sessions outline strategies for continued advancement.