Why Are Meta and Amazon Ads Better Placed Than Google?

Ranjan Roy says Meta and Amazon sit in a much better position on advertising because their ads live inside closed products, while Google's open-web model is probably the one most ready for disruption, or disruption is already underway.

Google's ad model depends on websites across the wider web. Sites pay Google to send visitors their way through keywords, and keyword traffic has been the model. Amazon, and Meta through Facebook and Instagram, use closed advertising systems where the ads stay inside each company's own products. Amazon showed how valuable a closed system can be. Meta's ad format is not going anywhere. It will only get more valuable, because people will keep scrolling Instagram and Facebook and seeing ads there.

Open-web advertising is probably the model most ready for disruption, or the disruption is already happening. The closed systems leave Meta and Amazon in a much better position.