In 2022, the share of world's largest walled gardens - Alphabet, Amazon, Apple, Baidu, Facebook, JD.com, LinkedIn, Microsoft, Pinterest, Snapchat, Spotify, Tencent, TikTok, and X (Twitter) - in global digital advertising revenue was estimated at 78 percent, leaving 22 percent for the so-called open internet. By 2027, the big players are projected to account for 83 percent of the digital ad revenue.
Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027
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Statista. (August 29, 2023). Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027 [Graph]. In Statista. Retrieved February 03, 2025, from https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/
Statista. "Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027." Chart. August 29, 2023. Statista. Accessed February 03, 2025. https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/
Statista. (2023). Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027. Statista. Statista Inc.. Accessed: February 03, 2025. https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/
Statista. "Share of Walled Gardens versus The Open Internet in Digital Advertising Revenue Worldwide from 2017 to 2027." Statista, Statista Inc., 29 Aug 2023, https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/
Statista, Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027 Statista, https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/ (last visited February 03, 2025)
Share of walled gardens versus the open internet in digital advertising revenue worldwide from 2017 to 2027 [Graph], Statista, August 29, 2023. [Online]. Available: https://www.statista.com/statistics/1297822/walled-gardens-open-internet-share-digital-ad-revenue/
