Given Google’s command over search budgets and Facebook’s over social media budgets, it is sensible for advertisers to fret that their industry is being swallowed by two companies. However, their share of the US digital ad market is actually declining slightly as their competitors’ grow.

eMarketer estimates that Google and Facebook will capture a combined 56.8% of US digital ad investment in 2018, down from 58.5% last year.

Meanwhile, we forecast that Amazon’s ad revenues will climb 63.5% this year and that Snapchat’s will jump 81.7%. Amazon and Snapchat aren’t yet close to rivaling Google’s or Facebook’s ad businesses, as their combined share of US digital ad spending is still less than 4% right now. But their growth is worth monitoring.

Sourced through Scoop.it from: www.emarketer.com