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February 15, 2019

Duopoly vs. Amazon Share of US Digital Ad Spending, 2018 & 2019 (% of total digital ad spending)


eMarketer estimates 57.7% of the total share of online advertising spending in the US went to Facebook and Google. eMarketer predicts Amazon's share of the digital ad landscape will grow from 4.1% in 2018 to 7.0% in 2020.


Digital ad 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), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid ... listings and SEO), sponsorships and lead generation (referrals). Excludes mobile messaging (SMS, MMS and P2P messaging.)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.