AdSpyder Original Research
Quick Answer
There is no universal platform split — the right mix is entirely industry-driven. AdSpyder’s analysis of 5 million+ advertiser identities across 10 platforms shows that e-commerce brands spread across Google Search, Shopping, Meta, and Amazon simultaneously; B2B concentrates on LinkedIn and Google Search; crypto brands disproportionately use Twitter/X; and fashion skews Meta-heavy with image-first creatives. Use AdSpyder’s Domain Analysis to see exactly where any competitor domain is active.
Every media planning article tells you to “test multiple platforms” and “follow your audience.” That is not a strategy — it is a shrug. What you actually need is data on where brands in your category are allocating presence, and at what intensity.
AdSpyder’s archive now holds data on 3.47 million distinct Google Search advertiser domains, 2.40 million Meta advertisers, and 315,000+ Amazon brands — conservatively over 5 million advertiser identities when you add LinkedIn, TikTok, Twitter/X, YouTube, Bing, and Display. This is not survey data or analyst estimates. It is measured from actual ad archives.
Here is what that data shows about how brands — by industry — split their platform presence.
Important data note
This analysis shows platform presence and advertiser activity — not confirmed spend. AdSpyder indexes where advertiser identities and ads appear. It does not store exact budgets, CPC, or ROAS per advertiser. Use this as a directional competitive benchmark.
In This Report
AdSpyder Original Data
The Scale: What 5M+ Advertisers Look Like Across 10 Platforms
The blog’s working title was “1 million domains.” The actual number is larger — significantly. AdSpyder’s June 2026 cardinality analysis across platform-specific advertiser identity fields shows:
3.47M
Distinct Google Search advertiser domains
2.40M
Meta advertiser pages (historical)
315K+
Distinct Amazon Sponsored brands
5M+
Conservative total advertiser identities, all platforms
Source: AdSpyder platform data, June 2026
One important caveat: different platforms use different identity fields — Google uses domain, Meta uses page ID, Amazon uses brand name. The same company appears as a distinct entity on each. A cross-platform deduplicated count would require a brand-resolution layer that does not exist yet. The 5M+ is a sum across platforms, not a unique-company count.
What matters for planning is not the exact unique count — it is the relative scale and behavior per platform. And that data is clear.
Domain Analysis
See where your competitors are actually advertising.
Enter any domain in AdSpyder’s Domain Analysis tool and see their full platform footprint — ad creatives, platform activity, and historical patterns across 10 channels.
Ad Density by Platform: Where Advertisers Are Most Active
Advertiser count alone does not tell you platform intensity. What matters is how many ads each advertiser runs — it is a reliable proxy for where they are investing sustained budget versus dabbling.
AdSpyder’s archive shows stark differences in average ads per advertiser across platforms:
| Platform | Total Ads Indexed | Distinct Advertisers | Avg Ads / Advertiser |
|---|---|---|---|
| Amazon Sponsored | 21.1M+ | 315K | 67.1× |
| Google Search | 167.5M+ | 3.47M | 48.3× |
| Meta (Historical) | 43.9M+ | 2.40M | 18.3× |
| Meta (Real-time) | 11.0M+ | 1.29M | 8.6× |
Source: AdSpyder platform data, June 2026. Display, Bing, LinkedIn, and Twitter advertiser-identity fields are not cleanly aggregatable in the current archive schema.
What the density gap actually means
Amazon advertisers average 67 ads per brand — 7.8× more than Meta real-time at 8.6. Amazon is a high-commitment, catalog-heavy channel where you maintain many live product listings simultaneously. Meta real-time is where you see the most “trial and exit” behavior — low commitment, high advertiser churn.
Ad Volume Share Across All 10 Platforms
Ad volume does not equal spend, but it shows where competitive ad activity is densest. Google Search and Shopping together account for over 70% of AdSpyder’s indexed ad records:
| Platform | Ads Indexed | Share of Archive | What It Is Good For |
|---|---|---|---|
| Google Search | 167.5M+ | 44.9% | Keyword demand capture, competitor landing pages, search intent |
| Google Shopping | 95.0M+ | 25.5% | Product pricing, titles, retail competition |
| Meta (Historical) | 43.9M+ | 11.8% | Social creative patterns, hooks, offers, retargeting angles |
| Amazon Sponsored | 21.2M+ | 5.7% | Marketplace product competition |
| Display | 17.5M+ | 4.7% | Banner messaging, awareness placements |
| Meta (Real-time) | 11.0M+ | 3.0% | Current live campaign direction |
| Bing / Microsoft | 4.6M+ | 1.2% | Search expansion, older-demographic intent |
| TikTok | 3.4M+ | 0.9% | Short-form video creative, younger audiences |
| YouTube | 2.5M+ | 0.7% | Video awareness, tutorial-based offers |
| 857K+ | 0.2% | B2B role and company targeting | |
| Twitter / X | 111K+ | 0.03% | Real-time conversation, crypto, Latam brands |
Source: AdSpyder platform data, June 2026
LinkedIn and Twitter’s small ad-volume share does not mean they are ineffective — it means competition is lower. LinkedIn’s 857K+ indexed ads make it a less noisy environment than Google Search’s 167M+. For B2B brands, lower competition at scale is often a feature, not a bug.
The Industry Platform Map: Who Goes Where and Why
This table is built from AdSpyder’s top-advertiser domain lists across platforms combined with Meta’s pageCategory field — the only structured industry taxonomy available across the archive. Only Meta has native category tagging; all other verticals are inferred from top-50 advertiser domain lists per platform.
| Industry | Primary Platforms | Over-Index Signal |
|---|---|---|
| E-commerce / Marketplaces | Google Search, Google Shopping, Meta, Amazon | All four simultaneously — true multi-channel |
| Fashion & Apparel | Meta (image-heavy), Google Shopping, Amazon | Highest discount-led messaging on Meta (28% of ads) |
| SaaS & Productivity | Google Search, LinkedIn, Meta | Over-indexes LinkedIn vs Meta compared to e-commerce |
| B2B Services | LinkedIn, Google Search | India is #2 country on LinkedIn at 22.6% |
| Crypto / Web3 | Twitter/X (heavy), Google Search | Twitter over-index is the clearest signal in archive |
| Streaming Entertainment | Google Search, Meta, Twitter/X | Twitter/X heavy for Latam-localized streaming brands |
| Travel & Hospitality | Google Search, Meta, Display | Booking, Agoda, Expedia all in Google Search top 50 |
| Consumer Electronics | Google Shopping, Amazon, Google Search | Shopping + Amazon dominate product-level ads |
| Financial Services | Google Search, Meta, LinkedIn | Low discount-led messaging (6%) — regulated category |
| Education / EdTech | Meta, Google Search | Mindvalley, Udemy, Domestika — authority-led on Meta |
| Real Estate | Meta, Google Search | Most fragmented vertical: 4.2 ads/advertiser on Meta |
Source: AdSpyder top-advertiser lists + Meta pageCategory data, June 2026. Industry inferences based on top-50 domain lists per platform.
Big Brands Go Multi-Platform — Here Is Exactly How
Several brands appear in AdSpyder’s top-advertiser lists across multiple platforms simultaneously. This is the archive’s closest proxy for confirming cross-platform budget allocation at scale.
| Brand | Industry | Confirmed Active Platforms in Archive |
|---|---|---|
| Amazon | E-commerce | Google Search (8 country TLDs, ~5M ads), Meta, Amazon (own platform) |
| SHEIN | Fast Fashion | Google Search (multiple TLDs), Meta (SHEINOFFICIAL, SHEINCURVE, SHEINMen, SHEINMexico), Amazon |
| Mercado Libre | Marketplace (Latam) | Google Search (5 country TLDs), Meta, Twitter/X |
| Booking.com | Travel | Google Search, Meta |
| Nike | Apparel / Footwear | Google Search, Meta, Amazon |
| Udemy | Education | Google Search, Meta, Twitter |
| Disney+ / Prime Video / HBO Max | Streaming | Google Search, Meta, Twitter/X (Latam-localized) |
Source: AdSpyder top-advertiser domain lists across platforms, June 2026
Notice SHEIN’s Meta approach: four separate page identities each running their own campaigns. This is how large fashion brands handle platform fragmentation — segmented by product line and market, not one monolithic presence.
Amazon’s 8 country TLDs alone generate roughly 5 million Google Search ads. For Amazon, Google Search is not a secondary channel — it is a primary acquisition surface running at extreme scale, before you factor in their own Amazon Sponsored platform.
3 Findings That Do Not Fit the Conventional Advice
1. Crypto’s real home is Twitter/X — not Google or Meta
Bybit, Bitget, Immutable, and Chainlink all appear in Twitter/X’s top advertiser lists in AdSpyder’s archive. Their presence on Twitter is disproportionate compared to how they show up on Google Search or Meta. For crypto and Web3 brands, Twitter is the primary paid channel — not a secondary experiment. This runs counter to the typical advice to “start with Google Search.”
2. India is the #2 country on LinkedIn — not for the reason you think
India represents 22.6% of LinkedIn ads in AdSpyder’s archive — second only to the US at 33.8%. This is not consumer brands targeting Indian professionals. It is Indian SaaS companies and outsourcing services targeting global buyers. If you are an Indian B2B company not allocating meaningfully to LinkedIn, you are likely underspending on the channel your best-performing competitors use most.
3. Real estate is the most fragmented vertical on Meta — by far
The average real estate advertiser on Meta runs just 4.2 ads — the lowest among all tracked verticals. Real estate advertising on Meta is dominated by small, local, short-burst campaigns. If you are running sustained Meta campaigns for real estate, you are already doing more than most of your category — and that is a genuine edge.
How to Use AdSpyder to Plan Your Platform Mix
The industry table above is a benchmark. Here is how to move from benchmark to actual decision:
Look up your top 3–5 competitors in Domain Analysis
Go to adspyder.io/url-domain-analysis. Enter each competitor domain. See which platforms they are running ads on and how many creatives they have built per platform. This replaces the benchmark table with your specific category data.
Check their ad creatives on each active platform
Once you see which platforms they are on, use the platform-specific spy tools — Google Ads Spy, Facebook Ads Spy, LinkedIn Ad Library — to see their creatives, messaging, and keywords. Volume of creatives is a reliable proxy for budget commitment.
Track competitors for platform shifts over time
Platform mix is not static. Use AdSpyder’s Ad Library to monitor competitors. When a competitor suddenly scales up a new platform — say, launching YouTube after being Google-Search-only — that is a signal worth acting on fast.
Mistakes to Avoid When Splitting Budget Across Platforms
Using one universal split
A B2B SaaS brand, a fashion store, and a marketplace should not use the same platform distribution model. Category behavior is the starting point, not a generic percentage rule.
Judging social only by last click
Meta, Instagram, YouTube, and TikTok often influence discovery before search captures the final intent. Last-click models undervalue these platforms and lead to premature budget cuts.
Underfunding test platforms
A platform with too little budget will never collect enough data to prove whether it works. Either fund a test properly for 90 days or do not run it at all.
Treating archive activity as exact spend
AdSpyder shows where advertisers are present and how many ads they run — not what they spent. Use it as a directional signal, then combine with your own CPA, ROAS, and attribution data to finalize allocation.
Pre-Launch Platform Split Checklist
✓ Reviewed at least 3–5 competitor domains using Domain Analysis
✓ Know which platforms competitors are most active on and at what creative volume
✓ Identified at least one platform gap — where your category under-invests
✓ Assigned each platform a role: demand capture, demand creation, retargeting, or B2B account targeting
✓ Set a minimum 90-day window per new platform before evaluating performance
✓ Avoided splitting budget so thinly that no single platform can reach learning threshold
✓ Planned a review date (quarterly) to rebalance based on actual performance data
Stop guessing. See your competitors’ actual platform footprint.
AdSpyder’s Domain Analysis covers 400M+ ads across 10 platforms. Enter any domain and see exactly where they are running ads — and at what scale.
Try AdSpyder Domain Analysis Free →
Also covers: Google · Meta · LinkedIn · TikTok · YouTube · Shopping · Amazon and more
FAQ
How do brands split their ad budget across platforms?
There is no universal split — it is industry-driven. E-commerce spreads across Google, Shopping, Meta, and Amazon. B2B SaaS concentrates on Google Search and LinkedIn. Crypto over-indexes Twitter/X. The most reliable approach is analyzing where your specific competitors are active using AdSpyder’s Domain Analysis.
Which platform has the most advertisers?
Google Search — with 3.47 million distinct advertiser domains in AdSpyder’s archive as of June 2026. Meta historical follows with 2.40 million. Amazon Sponsored has 315,000+ distinct brands. These three are the platforms with structured enough identity data to produce clean counts.
Which platform should B2B companies advertise on?
LinkedIn and Google Search. India is the #2 country on LinkedIn at 22.6% of all LinkedIn ads — driven by Indian SaaS and B2B services companies targeting global buyers. LinkedIn’s lower total ad volume (857,000+ indexed) means less competition compared to Google Search’s 167M+ ads.
Do big brands advertise on multiple platforms?
Yes — consistently. Amazon, Nike, SHEIN, Booking.com, Mercado Libre, and Disney+ all appear in top-advertiser lists across multiple platforms in AdSpyder’s archive. SHEIN runs four separate Meta identities (SHEINOFFICIAL, SHEINCURVE, SHEINMen, SHEINMexico) on top of Google Search and Amazon. Large brands treat multi-platform as table stakes.
What platform do crypto brands advertise on most?
Twitter/X, disproportionately. Bybit, Bitget, Immutable, and Chainlink all appear prominently in Twitter’s top advertiser list in AdSpyder’s archive — an over-index relative to their presence on Google or Meta. Crypto advertising gravitates to Twitter because the core community is native to that platform.
How can I see where my competitors are advertising?
Use AdSpyder’s URL & Domain Analysis — it shows the full platform footprint for any advertiser domain, including which platforms they are active on, how many ads per platform, and their creative history.
Does AdSpyder show exact competitor ad spend?
No. AdSpyder shows ad presence, platform activity, creatives, and domain-level signals across 400M+ indexed ads. It does not store private budgets, CPCs, or ROAS. Use it as a directional competitive signal, then combine with your own internal attribution data to finalize budget allocation.
