Slow fade for Google and Meta's ad dominanceGoogle and Meta, known together in the ad industry as the "duopoly," are expected to bring in less than half of all U.S. digital advertising this year for the first time since 2014.- TikTok is expected to earn $8.6 billion in ad revenue in 2024, which will make it the fifth-largest digital ad publisher in the U.S., following Google, Meta, Amazon and Microsoft/LinkedIn.Be smart: The ubiquity of screens in the home, workplace and on-the-go has made it so that virtually any company can target customers with digital ads, expanding the set of competitors for Google and Meta from other publishers and social media firms to streamers, e-commerce companies and beyond.- Streaming companies like Hulu, Roku, Paramount's Pluto and Fox's Tubi are collectively gaining digital ad market share as more television dollars flow away from traditional television.What to watch: Aggressive lobbying against Big Tech's ad dominance, mostly by the digital news industry and smaller technology rivals, will make it harder for Google and Meta to expand their ad businesses through acquisitions."