Google and Facebook’s rivals are starting to eat into the online giants’ digital advertising market shares. It’s not by much, with eMarketer estimating that the two companies will have still have a combined 56.8% of US digital spend in 2018, down from 58.5% last year, as other players experience faster-than-expected growth.
More dramatically, Google and Facebook's share of new digital ad dollars is on the wane. This year, they will snag just under half of new expenditures, down steeply from three-quarters in 2016.
However, a major threat comes from another online behemoth rather than from smaller fry.
“Amazon is slowly but surely chipping away at its larger advertising rivals,” says eMarketer. This year, its US ad revenues will climb 63.5% to surpass $2bn for the first time. This expansion will give Amazon a 2.7% share of the country's digital ad market. By 2020, that share will grow to 4.5%.”
And Twitter? It will see its ad earnings decline for the second consecutive year in 2018, falling by 4.9% to $1.12bn. The company’s digital ad market share will slip to 1.0% this year.