When the pandemic upended the economy last year, companies took a hard look at their advertising plans.<\/p>\n
Oreos maker Mondelez International Inc. shifted money meant for TV commercials during March Madness basketball and the Summer Olympics into digital platforms. A hefty chunk went to Alphabet Inc.s Google, which offered data on what locked-down snack lovers were searching for.<\/p>\n
Athleisure company Vuori Inc. more than tripled its spending on Facebook Inc., spotting a chance to juice sales of its sweatpants to people stuck at home. Office-furniture maker Steelcase Inc. built an operation to sell directly to workers and advertised aggressively on Amazon.com Inc. <\/p>\n
The Big Three of digital advertisingGoogle, Facebook and Amazonalready dominated that sector going into 2020. The pandemic pushed them into command of the entire advertising economy. According to a provisional analysis by ad agency GroupM, the three tech titans for the first time collected the majority of all ad spending in the U.S. last year.<\/p>\n
Beneath the shift are changes driven by the pandemic: more time spent on computer screens; more e-commerce; a jump in new-business formation, and a steady improvement in tech giants ability to demonstrate a return on ad investment.<\/p>\n
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How Covid-19 Supercharged the Advertising Triopoly of Google, Facebook and Amazon - The Wall Street Journal<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" When the pandemic upended the economy last year, companies took a hard look at their advertising plans. Oreos maker Mondelez International Inc. shifted money meant for TV commercials during March Madness basketball and the Summer Olympics into digital platforms. Continue reading