Behind the Numbers: an EMARKETER Podcast Digital Lessons 2025 — The Triopoly’s Power, the Sleeping YouTube Giant, AI Search Behavior, and More | Behind the Numbers
Oct 17, 2025
Join Eleni Digalaki, VP of Global Content Operations, and Yory Wurmser, Principal Analyst, as they unpack the digital landscape of 2025. Discover why the ad triopoly's hold is slipping despite rising dollar share, and learn about the under-monetization of YouTube despite its vast attention. The duo discusses the barriers limiting e-commerce growth in sectors like food and auto, and how AI might reshape shopping behaviors. With insights on emerging competition from platforms like TikTok, this conversation dives deep into the future of digital advertising.
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Triopoly Losing Grip Within Digital
- The triopoly (Google, Meta, Amazon) is losing share within digital even as their overall ad dollars grow.
- This shows digital is becoming less concentrated as fast-growing channels like CTV, retail media, and newer social platforms gain ground.
Diversify Into Fast-Growing Channels
- Invest in 'other digital' channels (CTV, retail media, emerging social) to capture shifting share.
- Target growing platforms like Walmart, TikTok, Reddit, and Peacock to diversify ad spend away from the triopoly.
YouTube Is A Sleeping Monetization Giant
- YouTube captures massive attention yet remains under-monetized relative to time spent and user reach.
- Improved AI targeting, better TV monetization, and shoppable formats should help shrink the revenue gap over time.