October 1, 2019

How We've Updated Our Forecast of Duopoly* Share of US Digital Ad Spending, Feb 2019 & Sep 2019 (% of digital ad spending)


This chart includes our latest estimates of the share of US digital advertising spending going to the duopoly of Facebook and Google, and how those estimates have changed since earlier this year.


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 in-stream 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.