Expanding Beyond the Digital Duopoly

Rethinking Dependence on Google and Meta

The dominance of Google and Meta in digital advertising has always demanded respect, but it no longer warrants unquestioned loyalty. Their scale, targeting capabilities, and performance metrics have historically made them the default starting point for media plans. But in a landscape increasingly shaped by machine learning and opaque algorithms, leaning too heavily on these two giants now comes with risk.

Both platforms are rapidly evolving. Meta is rolling out Advantage+ campaigns, minimizing advertiser control in favor of AI-driven automation. Google, meanwhile, is blurring the lines between search results and AI-generated content with its experimental AI Overviews and "AI Mode."

But here’s where things get more complicated: users are beginning to behave differently.

The AI Shift and Its Impact on Search Behavior

Traditional search as we know it is fragmenting. Tools like ChatGPT, Perplexity, and Google's own AI-generated responses are subtly but fundamentally changing the path to purchase. Users are no longer just typing queries and scanning ten blue links. Increasingly, they’re receiving synthesized, conversational answers that compress research, reviews, and recommendations into a single interaction. That means fewer clicks, less time spent bouncing between sites, and fewer chances for brands to make an impression during that process.

When Google delivers an AI Overview, your brand might be cited—or it might not. Your site might receive traffic—or it might not. You may never know, because the interaction happened within an interface designed to keep the user from needing to click away. Meta’s Advantage+ automations are no different in spirit: they prioritize outcomes that work within the platform’s logic, not necessarily transparency or learnings for the advertiser.

This is the real concern. As AI rewires the user journey, advertisers risk losing both visibility and control. What once was a relatively linear funnel has become a complex, compressed loop, dictated by algorithms that interpret intent, prioritize certain formats, and streamline decision-making in ways that are opaque at best.

For marketers, this introduces real volatility. Brand messaging, placement strategy, and even product discoverability now hinge on platforms’ proprietary AI logic. And that’s precisely why diversification matters.

The Case for Diversification in Media Buying

Smart media planners are already shifting their approach. Not by abandoning the duopoly—Google and Meta still deliver scale and performance—but by actively diversifying the mix. The goal isn’t to replicate what worked on those platforms elsewhere. It's to rethink channel strategy based on where audiences actually engage, how they behave, and what kind of message will resonate in those environments.

Emerging Opportunities for B2C Advertisers

For B2C advertisers, TikTok has moved well beyond being a Gen Z playground. Its algorithm surfaces content to users based on interest signals rather than social graphs, making it fertile ground for discovery. Brands with compelling creative can unlock surprising scale here—but success hinges on natively understanding the platform's language. Likewise, Snapchat's place in the media mix isn't about reach alone; it's about intimacy. The one-to-one communication style and its integration into daily rituals make it a unique vehicle for brand-building among younger demos.

Connected TV: No Longer Just for Branding

CTV is another territory rich with opportunity, especially for performance-minded marketers. Once considered a pure branding play, connected TV platforms are increasingly addressable, measurable, and shoppable. Programmatic buys allow for layered targeting, and attribution models are improving. The perception that TV is untouchable for small advertisers is outdated. With smart planning and creative sequencing, CTV can drive mid- and lower-funnel outcomes while reinforcing brand equity.

Targeting Precision in B2B Campaigns

For B2B advertisers, platforms like LinkedIn are finally coming into their own. What once felt like overpriced reach is now a refined ecosystem for targeting professional audiences, particularly in account-based strategies. Conversation ads, lead gen forms, and job function-level targeting open up precise paths to decision-makers. Reddit, too, deserves a closer look. Its communities foster deep trust and specificity, allowing brands to embed themselves where their audiences are actively problem-solving and seeking advice. The key is cultural fluency and creative that feels additive, not invasive.

A Strategic Imperative for Advertisers

This moment isn’t about abandoning the giants. It’s about interrogating our assumptions. Just because a platform has delivered in the past doesn’t mean it’s the best fit for the next campaign. Especially as AI features increasingly dictate performance behind closed black boxes, brands should be asking: where can we still have control? Where can we learn? And where can we build an advantage that won’t vanish with the next product update?

Diversification isn’t just an insurance policy—it’s a strategic advantage. It forces experimentation, hones creative agility, and builds resilience into your media ecosystem. Most importantly, it opens up new ways to connect with your audience in places where they might actually want to hear from you.

The game hasn’t changed. It’s still about attention, relevance, and performance. But the playing field is wider than many advertisers realize. And the most effective media plans are those willing to explore it.