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US: Google and Facebook’s Digital Dominance Fading as Rivals’ Share Grows

March 19, 2018 (New York, NY) – Google and Facebook may control the bulk of the US digital ad market, but their competitors are starting to eat into that share, according to eMarketer’s latest US ad spending forecast.  The duo will capture 56.8% of the US digital ad market this year, compared with 58.5% last year (see charts for breakdown).  Those figures have been adjusted downward as smaller players such as Amazon and Snapchat experience faster-than-expected growth.

Facebook’s US ad revenue will grow to $21.00 billion this year.  That gives the social network a 19.6% share of the US digital ad market, down slightly from 19.9% last year.

“Facebook’s user growth in the US has slowed down and is now about the same as that of internet users, while News Feed ad prices may be reaching their limit,” says eMarketer senior forecasting director Monica Peart.  “Meanwhile, Instagram, with its rapidly increasing advertiser base, will quickly become the engine that drives growth for the whole.”

In 2018, Facebook-owned Instagram will surpass 5% of the US digital ad market with $5.48 billion in revenue.  That gives Instagram a 7.3% share of the US mobile ad market.  This year Instagram’s US revenue will make up more than one-quarter (28.2%) of Facebook’s ad mobile revenue.

This year, Google will rake in just over 37% of the US digital ad market with $39.92 billion.  While still the dominant player – and expected to continue to be for the next several years – Google’s share of the US digital market is also   declining slightly.  Last year it had a 38.6% share.


eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.


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Posted on March 19, 2018.