Facebook* vs. Google Share of Total US Digital Ad Spending, 2016-2020 (% of total digital ad spending)
eMarketer estimates the duopoly of Google and Facebook captured a combined 56.8% of US digital ad investment in 2018, down from 58.5% last year. eMarketer figures have been adjusted downward, as Amazon and Snapchat are experiencing faster-than-expected growth.
Digital ad spending includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), mobile messaging (SMS, MMS and P2P messaging), rich media, search ads (including contextual text links, paid ... inclusion, paid listings and SEO), sponsorships, lead generation (referrals) and video (including advertising that appears before, during or after digital video content in a video player). All numbers are eMarketer estimates.More
Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.