Alphabet, Facebook, Microsoft, Apple, Tencent, Alibaba, Baidu, Bytedance, Yandex each have more than 1% of digital ad spend marketshare, and none of them have 50% of total marketshare. They compete in many areas too.
I think there are credible Indian competitors growing too.
These companies have margins >>20% whereas the advertisers barely break even.
How is oil & gas relevant to digital ads?
Social media making $$$ whereas the companies buying Ads barely breaking even is not equal to an “open efficient and free market” as the initial thread suggested.
I'm not really sure why your trying to compare oil & gas with digital ads, it doesn't make any sense. You can't extrapolate conclusions based on the market dynamics of one to the other.
Here is another oil&gas comparison: OPEC countries aren’t distorting the market in their favor, because oil is just a fraction of the total energy market (e.g., nuclear, wind, solar,…)
1/1 is a fraction. What fraction is oil of the total energy market?