Google’s and Facebook’s share of the U.S. ad market could decline for the first time, thanks to Amazon and Snapchat

Google and Facebook — the world’s biggest online ad companies — could see their share of U.S. digital advertising decline for the first time, thanks to slowing growth and competition from the likes of Amazon and Snap.

Google’s share is expected to decline from 38.6 percent last year to 37.2 percent in 2018, according to digital measurement firm eMarketer, while Facebook could shrink slightly from 19.9 to 19.6 percent.

Meanwhile, Amazon’s ad business is expected to grow to nearly 3 percent of the market in that same period from 2 percent last year, for a total of $2.9 billion in ad revenue for 2018. Snap’s share of the ad market is expected to grow from 0.6 percent last year to 1 percent this year. Both Amazon and Snap ad shares are expected to grow through 2020.

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