Meanwhile, Google dominates search and YouTube

The global ad market is booming, with spend forecast to reach $1.19 (£1.04) trillion in 2025, up 8.9 per cent from last year, according to WARC’s recent report.

Growth is projected to accelerate to $1.30 trillion in 2026 and $1.40 trillion by 2027, a doubling in size since the pandemic.

But while the market is swelling, the gains are increasingly concentrated in the hands of Big Tech.

Alphabet, Amazon and Meta now capture 56.1 per cent of global ad spend outside China, equal to $556.6bn this year and set to rise to 58.8 per cent by 2027.

For British agencies, that leaves a rapidly shrinking slice of the pie.

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