Absolutely a fair point. How do they get your attention though?

They play local ads? Google lets you advertise in an area, you see them in Google, in youtube, in facebook etc. And since these companies has much stronger local brand recognition than the American giants they win out in the local markets.

Also advertisements is more than just spending money, you need to mesh with the local culture as well. An American multinational doesn't really mesh well with most people and people reject their marketing, while local companies understand much better what the local people wants. In theory the giants could just hire locals, but in practice that has been really hard for them to do, as we can see every country has their own grocery store chains, brands etc.

But local ads without interest context are really no different than large scale brand ads. What's missing is the information about the users interests, which in turn makes the ads more relevant.

It is good that you are concerned, but EU is not lacking small companies. Where I live Uber is not the biggest ride sharing app for example, an European based competitor that started after Uber is bigger. They started after GDPR, so from my perspective it isn't EU that needs to fix its small businesses, it already works. It is USA that needs to prevent businesses from growing huge and dominating their entire market and effectively making it impossible for new entrants to appear.

Anyway, we can't refute all your points. It is really easy to just ask more and more questions, but at the end the results is what matters. And the real world results says that Europe is very good for small new businesses.