Google is an elephant in the room. If you’re doing some kind of digital advertising campaign in 2019, you’re likely to use some of the Google services to display at least some of your ads. Google controls more than 70% of the search advertising market.

Approximately one-third of all money spent on digital advertising goes to Google. That’s what helped turn the search engine into one of the world’s largest technology companies, but its hegemony is gradually being eroded by increased competition from Amazon, social media, and other ways to spend ad money.

There’s little chance that Google’s empire will collapse any time soon. But going along with the metrics tracked by investors, the chins are emerging in their armor

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