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Google Heads U.S. Mobile Ad Market

4 Sep, 2013 By: Doug McPherson

NEW YORK – Google will take in nearly half of all net U.S. mobile Internet ad revenues this year, says eMarketer’s latest estimate of U.S. digital ad spending.

eMarketer says the search giant will grab 48.2 percent of mobile Internet ad revenues, down a few points from 2012 but on course to hit the 50-percent mark by 2015. Facebook ranks second despite the fact that it only began selling mobile ads last year. Today it takes in about 10 percent of all mobile Internet ad revenues in the U.S., and eMarketer projects Facebook will capture 15.3 percent of the market this year.

The rest, including YP, Pandora and Twitter, are expected to see their shares of the U.S. mobile Internet ad market shift only slightly, and eMarketer expects other firms to take a combined one in five mobile U.S. ad dollars for the foreseeable future.

In overall U.S. digital ad revenues (including both mobile ads and ads on desktop and laptop computers and other connected devices), Google’s share is at 41.1 percent this year. eMarketer predicts Yahoo! will beat Facebook for the last time this year, with 7.7 percent of net U.S. digital ad revenues.

eMarketer forms its estimates of company ad revenues based on the analysis of reported revenues from company releases; estimates from other research firms; Facebook usage trends; and eMarketer interviews with executives at ad agencies, brands, online ad publishers and other industry leaders.

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