This year, the total UK digital ad market will grow more than 11% to reach £14.73 billion ($19.64 billion).
Google will take a 38.8% share of the UK digital ad market, virtually unchanged from last year, equating to £5.72 billion ($7.62 billion). And Facebook will take 24.5%, up from 22.7% last year, equating to £3.62 billion ($4.82 billion).
Importantly, the companies’ combined UK share (63.3%) is higher than their US share, which will be 59.3% this year. UK advertisers will cement the duopoly’s dominance in the country over the next two years: By 2021, Facebook and Google will account for 64.7% of UK digital spending. That will happen even as Google loses share this year in the US—a trend that eMarketer expected the duopoly to experience in 2018 but was delayed thanks to better-than-expected Q4 results at Facebook-owned Instagram.