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U.S. Digital Ad Market To Grow 16% In 2017, Led by Facebook And Google

Digital ad spending in the U.S. is estimated to rise 16% this year to $83 billion, spurred by Google’s ongoing dominance in the search ad market and Facebook's growing share of display and mobile advertising, according to eMarketer’s latest forecast. "Google’s U.S. revenue from digital ads is expected to increase about 15% this year, while Facebook’s will jump 32%, more than previously expected, according to the market research company’s latest forecast report," the Wall Street Journal reported. However, the paper reports that Google’s share of the U.S. market will decrease slightly to 40.7% in 2017, as Facebook "steals share from competitors to reach 19.7% of the market, eMarketer predicts." Facebook is the kingpin of digital advertising, outpacing Google, Twitter, and Yahoo in display advertising. Facebook, the paper reports, is on track to grow its U.S. display business to $16.33 billion in 2017 with an estimated market share of 39%. Plus, Instagram is helping Facebook’s mobile business; the business represents 20% of Facebook’s U.S. mobile revenue this year, up from 15% last year, according to eMarketer.

Read the whole story at Wall Street Journal »

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