Balance of power in the advertising market

Despite all the criticism of their superiority, Google, Meta and Amazon continue to grow and increasingly dominate the advertising market. With TikTok, Shein and Temu, new players are now emerging, while companies such as Microsoft are expanding their marketing and also offering a defence. Why are the new channels so exciting for advertisers? How are German marketers positioning themselves in this battle of the giants? What role do alliances such as the TV companies' AdTech cooperation play? How much budget is still being shifted to Big Tech? Will the peak be reached soon?