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eMarketer estimates the two companies will capture a combined 56.8% of US digital ad investment in 2018, down from 58.5% last year. These figures have been adjusted downward, as smaller players such as Amazon and Snapchat are experiencing faster-than-expected growth.
Importantly, Google and Facebook's share of new digital ad dollars is declining as well. This year, they will garner nearly 48% of new expenditures. By comparison, that figure was nearly 73% in 2016. U.S. Digital Ad Spend: Facebook and Google Dominate, But Are Declining [emarketer.com]