Jonathan Adams, executive director and managing partner at Wavemaker, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey in a conversation about the health of the ad ecosystem amid unprecedented disruption. Among the many topics they cover are the balance between subscription- and ad-supported video and the role of walled gardens.

This year will be the first time that digital ad spending will account for more than 50% of the total US ad market. The majority of digital ad investments will still go to Google and Facebook, but Amazon is gaining ground.

Social media usage, advertising, and commerce will reach new levels in 2021, presenting big opportunities for brands to engage consumers.

Will the duopoly dominate in 2019? Will consumer privacy concerns challenge marketers’ efforts? This report explores these digital display trends and more.

This year, Amazon is the new No. 3 player in the US digital ad market—but it’s a very distant third, with 4.1% of revenues. While Amazon will gain some share of market from the duopoly over the next couple of years, Facebook and Google will be going strong with well more than half of US digital ad revenues in 2020, the end of our forecast period. Why is the duopoly so durable?

Even with Amazon ramping up its advertising practices, as well as an influx of mobile, over-the-top (OTT) and connected TV ad inventory entering the space in the next 24 months, the duopoly will still dominate. Which areas of programmatic will grow the fastest within the forecast period?

Typically, when publishers fret about the digital ad duopoly eating their lunch, they’re talking about the roles Facebook and Google play in the programmatic display advertising ecosystem, where both duopoly players serve as publishers as well as ad tech intermediaries. Our latest figures show that Facebook and Google make up 52.1% of the $70.06 billion spent on US digital ad display.

"Time is money" has never had more meaning than it does today. The attention economy has become another challenge for advertisers—particularly on mobile devices where users have lower tolerances for attention-grabbing ads. But short attention spans may have met their match in playable ads, which embed games or puzzles into ad units.

The digital duopoly of Facebook and Google is holding strong, according to our latest forecast for US digital ad spending. We estimate the two companies will increase their slice of the pie this year, dipping slightly in 2020, and pick up share once again in 2021.

The duopoly controls almost three-quarters of Canada’s digital ad market. Heavy reliance on ad products from Google and Facebook, and their associated platforms, is the norm. But keeping an eye out for emerging players like Amazon can offer unique avenues for consumer engagement. PMPs are more popular in Canada than similar digital economies.

Google and Facebook already control 60.8% of the total US digital ad market. And when it comes to the duopoly's share of digital political ad revenues, it has an even tighter grip, with a combined 77.6% this election cycle.

Amazon’s US digital ad revenues will grow 53% in 2019, as it continues to steal share from the Facebook-Google duopoly. That will amount to $3.92 billion in incremental US ad revenues this year, or 82% of Amazon’s worldwide total. And nearly half (43.9%) will come from mobile ad spending.

Video at Scale + Closed Loop Measurement = Holy Grail for Advertisers

Our digital trends report anticipates trouble for Facebook, but not enough to unseat the duopoly

eMarketer senior forecasting analyst Oscar Orozco explores our latest search ad spending estimates for another duopoly—Google and Amazon.

In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen breaks down the impact of Brexit on the Google-Facebook duopoly. Watch now.

eMarketer principal analyst Debra Aho Williamson joins host and fellow principal analyst Nicole Perrin to discuss the advertisers that are driving the shift from traditional media ad spending to digital. Does the traditional narrative hold up that a long tail of small advertisers rocketed Facebook to Google to prominence, or are digital pure plays responsible for the shift?

In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen identifies the major global digital ad sellers, and why others are struggling to compete. Watch now.

In today’s “eMarketer Daily Forecast” video, senior director of forecasting Monica Peart tees up the numbers for Amazon’s ad business. Tune in.

eMarketer vice president of forecasting Monica Peart walks through our latest ad spend numbers for Google, Facebook and Amazon.

Three and a half years ago, the UK voted to leave the EU. The country then plunged into a deep depression, cities were razed and the ad industry collapsed into a heap of self-loathing—actually, maybe not. While things are not great, they’re not as bad as some feared.

Duopoly share will grow to more than 63% in 2019

The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.

eMarketer forecasting director Shelleen Shum talks about Brexit and its impact on digital ad spending for the Google-Facebook duopoly in the UK.