That depends heavily on your industry and obviously isnt true as a rule. Google gets 37% of ad spend, Facebook ~20% and then everyone else combines for the las

That depends heavily on your industry and obviously isnt true as a rule. Google gets 37% of ad spend, Facebook ~20% and then everyone else combines for the last 40%. It's true that if your looking at targeting users searching for something that it's basically just Google. But people are increasingly using apps and specific sites over general surfing. Reddit, tiktok, snap, etc. all have their own ads and collectively represent major competition.