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Google’s Shrinking Search Ad Share: Why Retail Media is the Real Disruptor in 2025

Google’s Shrinking Search Ad Share: Why Retail Media is the Real Disruptor in 2025

SmithDigital
2025-05-17• 11 min
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In this episode, we dive into the latest data and expert insights on Google's shifting position in the U.S. search advertising market. Contrary to popular narratives blaming AI search engines and platforms like TikTok, the real story is the explosive growth of retail media giants like Amazon, Walmart, and Instacart. You'll learn: Why Google's U.S. search ad market share could dip below 50% in 2025 for the first time since 2008. How retail media platforms are redefining the search advertising landscape. Why AI search engines and TikTok aren't (yet) the existential threats many claim. The growing gap between ad spend and ad impressions—and what it signals for marketers. How changing user behaviors and higher CPCs on retail media platforms are reshaping ad strategies. We’ll also discuss what this means for digital marketers going into 2025 and why diversification beyond Google is no longer optional. If you want practical, data-driven takeaways to future-proof your search advertising strategies, this episode is for you.