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Triopoly Playbooks: How Google, Facebook and Amazon Tackle Performance Advertising

Written by: Shane O'Neill, Director of Content

Together, Google, Facebook and Amazon are projected to own 62% of the $107 billion in ad revenue generated in the U.S. this year, according to research firm eMarketer.

While Amazon will covet only 4.1% of that pie, its advertising platform has been making aggressive gains; this year is the first time Amazon will fall into third place behind the duopoly in terms of ad revenue.

How do Facebook, Google and Amazon — led by Coaches Zuckerberg, Pichai and Bezos — always seem to be in the performance advertising red zone? Well, as any NFL coach will tell you, every winning team has a playbook.

Click below for an interactive look at the Xs and Os behind the triopoly’s ad strategies.

Performance advertising playbooks

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