Duopoly vs. Amazon Share of US Digital Ad Spending, 2019 & 2020 (% 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 vs. to Amazon vs. to the long tail, and what we expect for 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.