Benjamin Franklin famously said there was nothing certain except death and taxes… but if you are actively promoting your business, there is one more certainty, the greed of advertising platforms.

The Evolution of Ad Tech

Ad tech, short for advertising technology, encompasses a range of software and tools used by marketers to deliver, measure, and manage digital advertising campaigns. From the early days of banner ads to the sophisticated programmatic advertising we see today, ad tech has dramatically transformed the marketing landscape. But with great power comes great responsibility, and in this case, an insatiable hunger for profit.

The Dominance of Major Players

When we talk about ad tech, we can’t ignore the behemoths—Google, Facebook (now Meta), and Amazon. These platforms control a vast majority of the digital advertising market. Their reach and data capabilities make them indispensable for marketers aiming to target specific audiences with precision. However, their dominance also means they have the leverage to charge premium prices, and they’re not shy about doing so.

Google: The Search Engine Titan

Google’s advertising empire is built on its search engine and vast network of partner sites. Google Ads allows businesses to bid on keywords, displaying ads to users actively searching for related products or services. This intent-driven advertising is highly effective but comes at a cost. The more competitive the keyword, the higher the bid, leading to significant expenses for marketers.

Facebook/Meta: The Social Media Juggernaut

Facebook, now Meta, revolutionised targeted advertising with its deep insights into user behaviour. By leveraging user data, Facebook Ads can deliver highly personalised ads to specific demographics. While this level of targeting can yield impressive results, the costs can quickly add up, especially as Meta continually tweaks its algorithms to maximise ad revenue.

Amazon: The E-Commerce Giant

Amazon has carved out its own lucrative niche in ad tech with Amazon Advertising. By using purchase history and browsing behaviour, Amazon offers brands the opportunity to place ads directly in front of potential buyers. The platform’s effectiveness is undeniable, but like its counterparts, Amazon’s ad services are anything but cheap.

The Cost of Doing Business

For marketers, these platforms are a double-edged sword. On one hand, they offer unparalleled reach and precision. On the other hand, their relentless pursuit of profit means marketers are often left grappling with high costs and changing algorithms that can impact the effectiveness of their campaigns. It’s a game of constant adaptation and resource allocation.

Strategies to Combat the Greed

So, how can marketers navigate this landscape without being bled dry? Here are a few strategies to consider:

Diversify Your Advertising Spend

Don’t put all your eggs in one basket. While the major platforms are essential, consider allocating a portion of your budget to other channels such as native advertising, influencer marketing, or even traditional media. Diversification can help spread risk and uncover new opportunities.

Optimise Your Campaigns

Constantly monitor and optimise your campaigns. Use A/B testing to determine what works best, and don’t be afraid to pivot if something isn’t delivering the desired results. Efficiency is key to maximising your ad spend.

Leverage First-Party Data

With increasing privacy regulations and the phasing out of third-party cookies, first-party data—information you collect directly from your audience—is becoming more valuable. Use this data to build stronger relationships with your customers and create more targeted, effective advertising.

Explore Programmatic Advertising

Programmatic advertising uses AI to automate the buying of ads, which can help you get better deals and target audiences more precisely. Platforms like The Trade Desk or AppNexus offer alternatives to the big three, potentially at lower costs.

Navigating the Future

The ad tech landscape is continually evolving, and staying ahead requires vigilance, adaptability, and a willingness to experiment. While the major platforms may be greedy, they also provide powerful tools that, when used strategically, can drive significant business growth. Managing Director - Chris Barnard

Chris Barnard has spent over 15 years delivering exceptional digital marketing performance for leading businesses in the UK, Europe and North America through his marketing technology business, and as an independent business consultant.

FeedbackFans provides a unique next-generation managed technology and marketing platform that delivers outstanding and out-sized results for businesses in sectors such as finance, retail, leisure, and professional services.

With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive in the digital age.

Chris Barnard is Managing Director of