Dive Brief:
Amazon s share of the U.S. digital advertising market last year surpassed 10% for the first time as marketers sought to reach homebound consumers as they shopped online during the pandemic. The 53% growth in the e-commerce giant s ad business to $15.73 billion pushed its market share from 7.8% in 2019 to 10.3% last year, per information researcher eMarketer emailed to sister publication Marketing Dive.
Amazon s U.S. ad business this year will grow another 30% and exceed $20 billion for the first time, eMarketer said in a revised forecast. The researcher estimates Amazon s ad business will continue to swell, surpassing $30 billion by 2023 as marketers buy ads on its e-commerce site. Its streaming platforms including Amazon Fire TV, Twitch and IMDb TV also are seeing significant growth in video ad revenues.
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Canada has not followed the United States, the European Union or the United Kingdom in taking on the dominance of the tech giants through its competition watchdog. While we are limited by our outdated Competition Act, there are other factors that hinder Canada’s ability to take action against monopolistic business practices.
Some have suggested that the Competition Bureau takes fewer cases against the digital giants because it lacks the jurisdictional authority to do so. But jurisdictional issues cannot totally explain the bureau’s lack of action. After all, the Competition Bureau has quite a bit of latitude to investigate and legally challenge mergers, abuses of dominance and other anti-competitive behaviours of businesses that are not headquartered in Canada.