Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Looking Beyond the Facebook / Google Duopoly

What's left for publishers to divvy up?

Google and Facebook, taken together, will account for about 63% of US digital ad revenues this year—and their share is growing.

With the duopoly taking in about two-thirds of US digital ad revenues, that leaves around a third of the market for every other firm to compete for. Most of that third is taken up by the long tail: Well over half of net US digital ad revenues at companies other than Facebook or Google go to firms outside the handful of major ad companies tracked by eMarketer.

That share is falling, however. In other words, not only are Facebook and Google increasing their portion of the market, the remaining "Big 8" publishers are also gaining, meaning that, each year, less of the remainder is left for every other publisher on the market.

Oath and Microsoft are tied as the largest individual digital ad firms outside the duopoly, with each expected to take 11.8% of the nonduopoly market this year. Third-place Amazon is far behind, with 5.4%, but will close the gap significantly by 2019, even as Twitter will lose share—and its No. 4 ranking—to Snapchat.

The data in this article is drawn from eMarketer's new report, "Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook." Aside from breaking down spending patterns, the report identifies opportunities and challenges for "nonduopoly" platforms. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.

In the latest episode of "Behind the Numbers," eMarketer analysts Nicole Perrin and Debra Aho Williamson further discuss how ad spending is flowing to all those publishers and platforms that aren't Google and Facebook.