Google, Facebook Begin Losing Market Share

While digital’s “Big 2” continue to dominate the advertising marketplace, they will be dominating it a little less in the next few years, according to a new forecast released this morning by digital ad tracker eMarketer.

In its updated outlook, eMarketer projects the Big 2 will lose nearly two points of digital advertising market share, falling to 56.8% of the U.S. marketplace -- down from 58.5% in 2017.

The Big 2 will lose another point and a half next year, until their share of market begins to rebound again in 2020, according to eMarketer’s analysts, who attribute the correction to gains by longer-tail players -- especially Snapchat, which is gaining nearly a half a point per year currently.

Another factor that is slowing Facebook’s digital ad share growth, the analysts predict, is a corresponding deceleration in its audience growth.



“Facebook’s user growth in the US has slowed down and is now about the same as that of internet users, while News Feed ad prices may be reaching their limit,” explains eMarketer Senior Forecasting Director Monica Peart, adding that much of Facebook’s corporate ad growth will not come from its mothership, but from Instagram, which she predicts will “quickly become the engine that drives growth for the whole.”

3 comments about "Google, Facebook Begin Losing Market Share".
Check to receive email when comments are posted.
  1. John Smith from Organize technologies, March 19, 2018 at 11:43 p.m.

    <a href=""> good article</a>

  2. PJ Lehrer from NYU, March 20, 2018 at 11:07 a.m.

    Instagram rules.  More here...

  3. Craig Mcdaniel from Sweepstakes Today LLC, March 20, 2018 at 5:44 p.m.

    Joe, i just wrote you a private email relating to my comment. I hope you can help. 

    I think much of the problems with both Facebook and Google is they forgot about their client's needs. This means that I can not get real, live help when I really need it from either. I have been working with Google 14 years and millions of dollars of business have exchanged hands between us. Yet, I wrote you about a major attack problem on Google and they don't even care incrediably. They have given up on quality customer service and the business community and users are backlashing on them. Sounds simple doesn't it? But true.

Next story loading loading..

Discover Our Publications