90% of all new ad spend goes to either FB or Google because they actually work for acquiring customers at scale. Every other ad provider squeezes into the last 10%.
Not sure this is true anymore. The market is so big, those two can't cover it all.
Curious what percentage goes to AWS...
If you look at Uber/Lyft, quite a lot...
This is no different than what happened with Yahoo and AOL before the dot com bust.
Most modern ad spend is tracked to ROI. Yahoo and AOL was not.
tracked to does not necessarily imply "limited by."