Facebook is the No. 2 digital ad seller in the US, after Google. Its net advertising revenues will grow strongly this year amid rising ad prices, with Instagram steadily growing its majority share of those revenues. But Apple’s recent iOS changes have created new challenges for Facebook advertisers, slightly dampening ad spending growth. Facebook’s growth will begin to decelerate next year.
The big picture: Facebook (including Instagram) is on track to surpass $100 billion in net worldwide ad revenues for the first time, with $107.72 billion in 2021. That will give it 23.7% of the worldwide digital ad market. Google is No. 1 with a 28.6% share.