Ah, I was only looking at the U.S. market.

The latest figure is $650 billion. Google has 25% of that huge pie. Rather frightening.

https://www.marketingdive.com/news/ad-spending-growth-will-a...

There is an interesting possibility that I haven't really seen written about with all of this consolidation and projections that companies will grow larger and larger as technology moves economies toward a winner-take-all model; And that is that when there is little competition in many sectors, there will be little incentive to spend on advertising.

I don't know what their ad spend is, but If AWS was the only player left, they sure wouldn't need to spend anything on advertising.