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U.S. Digital Ad Spend: Facebook and Google Dominate, But Are Declining

4:32 pm on Mar 22, 2018 (gmt 0)

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According to eMarketer's latest trend report, the U.S. digital ad spend is changing and Facebook and Google being the giants in that sector, are both declining, albeit slightly from a very high figure.

The growth is coming from the likes of Amazon, Snapchat, and even twitter, to an extent, albeit at much smaller levels. For example, eMarketer says "$39.92 billion in total US digital ad dollars in 2018." "Google’s share of the digital ad market will decline slightly, slipping to 37.2% in 2018 from last year's 38.6%." Amazon's "US ad revenues will climb 63.5% to surpass $2 billion for the first time. This expansion will give Amazon a 2.7% share of the country's digital ad market."

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]