Amazon and TikTok will be big winners in ad market share - Cowen analyst
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Cowen analyst John Blackledge said Thursday that Amazon (NASDAQ:AMZN) and TikTok will be the biggest gainers of market share in the digital advertising space.
Speaking to CNBC, the managing director and senior research analyst at Cowen predicted that AMZN will grow its advertising revenue at an annual pace of 20% over the next five years, possibly doubling the overall pace of the industry.

Blackledge noted that this will build on a "huge year" the company's ad business had in 2021 -- one he doesn't think has been fully priced into the stock by.
"With the ad business accelerating significantly, the share price didn't appreciate as much," he said.
Commenting on privately owned TikTok, Blackledge reported that his data show that ad buyers prefer TikTok to competitors like Alphabet's (NASDAQ:GOOG)(NASDAQ:GOOGL) YouTube and Meta's (NASDAQ:FB) Instagram for campaigns aimed at 13- to 34-year-olds.
"Because it's not public, investors are missing out. It's set up really well," he said.
AMZN dipped in Thursday's intraday trading, slipping nearly 2% to reach $3,241.96 at about 3 p.m. ET. Shares of the online retailer had a choppy 2021, rising to a 52-week high of $3,773.08 in July but spending the remainder of the year in a wide range off that peak.
All told, AMZN has gained just 6% over the past year. This is well behind the 26% gain seen in the S&P 500 and less than a tenth of the 63% growth posted by GOOGL over the same period, as seen in this graph.