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This report assesses the current positions of Google, Facebook, and Amazon in the advertising market, and key areas of future focus, assesses their impact, and analyzes responses from across the media and entertainment industry.


  • Digital is starting to dominate the advertising industry, mostly to the benefit of Google, Facebook and, increasingly, Amazon.
  • Media and entertainment giants are responding through consolidation and partnerships.
  • Data, commerce, and omnichannel reach are all key to future digital ad growth.

Features and Benefits

  • Assesses Google, Facebook, and Amazon's relative positioning in the current and future advertising market by examining their presence across various consumer touchpoints.
  • Includes SWOT analyses of Google, Facebook, and Amazon's presence in advertising.
  • Identifies the approaches being made by traditional media players as they react to this new competitive landscape.
  • Provides relevant recommendations for players across the TMT ecosystem, including Google, Facebook, Amazon, telcos, and technology vendors.

Key questions answered

  • How well are Google, Facebook, and Amazon positioned to take advantage of emerging technologies and consumer touchpoints set to impact advertising?
  • What impact is the dominance of Google, Facebook, and Amazon having on the broader media and entertainment industry, and how should players respond?

Table of contents


  • Introduction
  • Download 1: The Future of Advertising: The Defining Roles of Google, Facebook, and Amazon

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