Facebook Inc. FB 1.09% and Alphabet Inc.’s GOOGL 0.97% Google tower so far above the rest of the digital advertising world that no company can claim the mantle of No. 3. But many are trying.
Snapchat parent Snap Inc. believes it has the young eyeballs advertisers crave. Amazon.com Inc., ever the disrupter, has the ability to upend the whole business with its extensive data. Verizon Communications Inc. is betting on its blend of web content, location data and ad technology following the purchases of AOL and Yahoo , AABA 0.31%while AT&T Inc. thinks buying Time Warner Inc. will give it an edge.
Wenda Harris Millard, vice chairman at advertising and media consulting firm MediaLink, said that to compete with Google and Facebook, other players will need to create premium content that appeals to advertisers or use new technologies that aren’t yet mainstream.
“Maybe the third player competes on different grounds,” Ms. Millard said.