Is the digital duoplogy in danger? Facebook and Google’s share of the U.S. digital ad market will decline in 2018 for the first time in years, according to a new eMarketer projection.
Blame Amazon’s ad business — and Snapchat — for growing faster than expected.
“The two companies will capture a combined 56.8% of US digital ad investment in 2018, down from 58.5% last year,” eMarketer says. “Smaller players such as Amazon and Snapchat are experiencing faster-than-expected growth.”