Competitive Info: More Ad Dollars Skipping Tech Powerhouses, Report Says.

Companies like Google, Meta and Amazon are hardly approaching dire straits, but Emarketer says there’s a “quieter shift” that’s underway, with more advertising dollars moving toward smaller, more specialized players.

According to the research firm’s 2025 forecast, almost $30 billion in digital ad spending from this year to 2027 is expected to end up somewhere other than the aforementioned big three.

“This change isn’t happening in a vacuum,” Emarketer says. “From agency mergers to rising creator investments and the shakeup around TikTok’s future, there’s growing interest in alternatives.”

The evolution presents new opportunities for traditional radio, with the trend driven by the expansion of influencer marketing, beyond traditional social media into audio and extended off-site placements. Radio also provides targeted reach and creative flexibility, aligning with brands pursuing performance and relevance over sheer scale.

In a fragmented ecosystem, platforms that offer authentic engagement and adaptability — hallmarks of podcasting and radio — can gain ground. Not only does radio combine influencer marketing, creator content and targeted audio advertising, but its ability to offer reach and authenticity makes it an attractive destination for brands that want to connect with engaged audiences through radio personalities and podcasters in a more flexible and cost-effective way.

For years, Emarketer says, the triopoly ruled digital spending. But things have become increasingly complex in 2025, with TikTok’s legal limbo prompting brands to explore other options. Meanwhile, creators are increasingly distributing content across multiple platforms. And influencer marketing has gone beyond top-tier social channels and is moving into commerce, search, and even o-site placements. Mergers among ad tech and media firms are accelerating this shift.

“The triopoly may still dominate by volume, but that grip is loosening,” Emarketer says. “Mid-sized platforms now offer real reach, creative flexibility, and in some cases, better performance per dollar. With nearly $30 billion in reallocated budget on the table, these companies don’t need to beat Google or Meta; they just need to catch a small slice of what brands are pulling back.

“What’s emerging is not a new giant, but a more fragmented, flexible ecosystem where agility and relevance may matter more than pure size. In a climate of tariff shocks, tightened wallets, and shifting consumer trust, the advertisers who look beyond the obvious may be the ones who benefit most.”