The rise of digital that began in the 2000s—which saw a notable shift in advertising dollars toward mobile screens, plus the growing dominance of Big Tech on Madison Avenue, aided by a regulatory push symbolized by the upcoming California Consumer Privacy Act (CCPA)—continued into the 2010s, led by Facebook, Google and, increasingly, Amazon.
Google, in a bid to get ahead of the mobile-first movement, bought Motorola for $12.5 billion in August 2011, hoping to bolster its control of the Android ecosystem.
