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Digital Ad Market Still Dominated By The Usual SuspectsAccording to the latest industry estimates, digital ad spending in the United States alone will reach $83 billion this year.

All told, that’s a spike of 15.9%. But ultimately, the more that things change, the more they truly stay the same.

Once again, though the projections always look different every year, eMarketer’s latest forecast suggests that Google and Facebook will remain firmly in control of the digital ad market.

Google will maintain its dominance and account for 40.7% of US digital ad revenues in 2017—more than double Facebook’s share.

eMarketer asserts that Google’s portion of the search market will jump 16.1% to $28.55 billion this year, as the company secures nearly 78% of total US search ad revenues in 2017.

“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” asserts eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”

More information about eMarketer’s forecast is available here.

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