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Now [Facebook] is going to take those targeted ads to the rest of the internet, mounting its most direct challenge yet to Google, the leader in digital advertising with nearly one-third of the global market.
“Nobody else besides Facebook has the depth of data about individuals,” said Debra Aho Williamson, a principal analyst at the research firm eMarketer. “That’s where the power of this ad platform is going to come from.”
Facebook has a strong track record of delivering results for advertisers on its social network, but now the company must prove it can do the same on other sites.
PayPal wants to be the way everyone pays for everything: online and at the store. But so does Square, Softcard, Google and now Apple Pay. There is enormous money at stake. Proximity payments — paying for things using your phone — are blowing up, says eMarketer analyst Bryan Yeager.
“This year we expect proximity payments to reach $3.5 billion — doubling over last year,” Yeager says. “We expect it to next year reach $8.59 billion, and by the end of 2018 hitting a little more than $118 billion.”
Even so, Yeager says that’s a drop in the bucket when you consider how much money gets put on credit cards.
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