WSJ dropped a piece over the weekend that will surely gain steam over the next few weeks.

Google’s share of the U.S. search ad market is expected to drop below 50% next year for the first time in over a decade, according to the research firm eMarketer.

The article focuses on AI based searches via Perplexity and keyword searches via TikTok being the main culprit for Google’s loss of share. However, we know the main reason is Amazon’s growing share within retail media. Amazon is closest to end customer purchases and therefore the most justifiable and tangible payback for search dollars. Any major loss of share is due to Amazon at this point.