The acknowledged leader in e-commerce is now quickly becoming just as much of a force in digital advertising, according to eMarketer. While Google and Facebook continue to be the top two digital advertising leaders, by the end of this year, Amazon's digital advertising revenue is projected to double, making it third in digital advertising.
Still, the dominance of Google and Facebook is impressive: Together this year, they own almost 60 percent (57.7%) of the digital advertising market in the U.S. Google has about 37 percent market share to Facebook's 21 percent, with Amazon clocking in at just 4 percent, says eMarketer. By 2020, though, Amazon will see its market share grow to 7 percent, while Facebook will remain basically the same and Google will drop by 2 percent. According to eMarketer, "Amazon has the ingredients for a truly powerhouse digital ad business, the key to which is doing more than just selling ad impressions. It’s impossible to say how much of Amazon’s business comes from selling ads on its own properties vs. facilitating ad transactions across the web."
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