According to estimates by research firm Insider Intelligence, Alphabet’s Google and Facebook parent company Meta Platforms together accounted for 48.4% of U.S. digital advertising spending in 2022. Insider Intelligence notes that the combined U.S. market share of the two companies has not fallen below 50 percent since 2014, and the agency expects that market share to fall to 44.9 percent this year. Google and Meta’s advertising business is still growing, but it is growing slower than the rest of the U.S. digital advertising market.