Google takes the No. 2 position in digital display advertising revenue behind Facebook, with its share of the U.S. market dipping from 13.7% in 2014 to 13.0% this year -- and down to 11.1% by 2017, per data released Thursday.
Facebook's digital display U.S. advertising revenue continues to climb from $5.29 billion in 2014 to $6.82 billion and $10.03 billion in 2017, per eMarketer.
The total U.S. market is forecast to climb from $27.05 billion this year to $37.36 billion by 2017.
This year, Twitter in the U.S. will take $1.34 billion, followed by Yahoo at $1.24 billion -- rising to $2.54 billion and $1.29 billion by 2017, respectively.
Mobile advertising will drive Facebook's and Twitter's gains in the digital display market. For the first time in 2015, mobile will surpass desktop in U.S. display ad spend, rising from $9.65 billion in 2014 to $14.67 billion this year. Meanwhile, desktop display advertising in the U.S. will decline in 2015, falling to $12.38 billion from $12.56 billion last year, per eMarketer.
Facebook will generate nearly $5 billion in U.S. mobile ad revenue from display ads, rising to $7.53 billion in 2017. Nearly 90% of Twitter's U.S. ad revenue will come from mobile devices this year, reaching $1.19 billion. Google takes a No. 2 position in the mobile display category -- rising from $1.47 billion in 2015 to $2.37 billion in 2017. Twitter follows close behind with nearly $2 billion in 2015, and $2.29 billion in 2017, eMarketer estimates.
Apple rounds out the top five for mobile ad revenue in the United States with $795 million in 2015, rising to $1.46 billion in 2017.