> Meta and Alphabet have lost their dominance over the digital advertising market they have ruled for years, as the duopoly is hit by fast-growing competition from rivals Amazon, TikTok, Microsoft and Apple.<p>When are people exposed to Amazon ads other than when they are on the Amazon website itself?<p>When are people exposed to Microsoft ads?... Bing?<p>When are people exposed to Apple ads? The Apple app store?...<p>You've got television ads, social media ads (Instagram, Twitter, TikTok, Facebook).<p>You've got Google/default search engine search result ads<p>Is it kind of disingenuous to say Google is losing search engine market share dominance if what's really happening is, new avenues for ads are being created? Scrolling through a timeline full of platform-specific ads (Facebook, Instagram, Twitter, TikTok) is kind of a "new thing".<p>Is Google losing dominance or is the digital ad market getting bigger/more diverse?