Complete Story
09/19/2017
Google and Facebook tighten grip on US digital ad market
It’s no longer news to say that Google and Facebook dominate the US digital ad market. But this year that supremacy is exceeding expectations, according to eMarketer’s latest digital ad spending forecast.
The digital ad ecosystem’s so-called duopoly is now expected to rake in a combined 63.1% of US digital ad investment in 2017, up from eMarketer’s previous prediction that the duo’s total would reach 60.4% in 2017.
“Advertisers are increasingly demanding more granularity in targeting capabilities to reach consumers,” said Monica Peart, eMarketer’s senior director of forecasting. “Google and Facebook have positioned themselves at the front of this demand curve by being the ad publishers with some of the best-in-class targeting abilities in the digital ad market. With Facebook being able to provide targeting based upon consumer interests and Google capitalizing on where those consumers have been through searches, both companies ensure their lead among digital ad publishers.”
