Amazon I think is the third largest demand side platform, where advertisers spend money buying ads outside of the Amazon owned and operated sites. > But Amazon

Amazon I think is the third largest demand side platform, where advertisers spend money buying ads outside of the Amazon owned and operated sites. > But Amazon then went a step further, expanding its on-site ads business beyond its own shopping site. “Across the wider digital universe, they use that data set to empower brands and the advertisers to buy better, to spend more effectively and drive return on ad-spend,” said Prior. Same with Microsoft, they own xandr which is a similar size. Apple is currently only in the App Store but expanding to a traditional dsp/ssp model. The article is more so about spend moving from the old big players to new players’s o&o. You’re correct, but it’s accurate to say google % of market share is getting smaller.