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A new eMarketer study estimates Google and Facebook will continue to devour the $83 billion U.S. digital ad market, with Facebook growing to account for 1/3 of all display advertising and Google growing to take 78% of all search ad revenue this year.

Why it matters: Google and Facebook have an effective "duopoly" over digital ad revenue, eating up more than 90% of all new ad dollars. eMarketer's new report reinforces the difficult position digital publishers are in to create revenue opportunities amid a scarce digital ad environment.

Here's how eMarketer predicts some of the major players will fare:

  • Facebook's display biz grows: Facebook will account for a third of all U.S. digital display ad dollars in 2017, with $16.3 billion in estimated spend. (Display ads are typically in boxes that appear on a webpage in different formats.) Analysts credit Facebook's growth partially to Instagram, which will make up 20% of Facebook's U.S. mobile revenue this year, up 5% from 2016.
  • Google display shrinks, but search biz grows: Google will account for 40.7% of U.S. digital ad revenues in 2017—more than double Facebook's share, which is mostly due to its dominance in search engine advertising. Its display ad business will drop 12.5% in market share this year as Facebook positions itself as a leader in the display market. eMarketer anticipates Google will grow its search ad business by 16.1% to $28.55 billion, meaning Google will take around 78% of the U.S. search ad revenues this year.
  • Snapchat's ad biz grows but less than estimates : Snapchat is growing, but not enough to take a big piece of the pie. eMarketer predicts Snapchat will account for 1.3% of this year's ad market and will grow to 2.7% by 2019. eMarketer predicted Snapchat's ad revenue will grow 157.8% to $770 million in the U.S. this year, which is no surprise given the investment it's made into building its ad business ahead of its IPO. However, this estimate is lower than the previous $800 million prediction due to higher revenue-sharing costs with publishers on the platform.

Go deeper

White House says it expects federal contractors to be vaccinated by Dec. 8

Photo: Stefani Reynolds/Bloomberg via Getty Images

The White House said in new guidance Friday that it expects millions of federal contractors to be vaccinated against the coronavirus no later than Dec. 8.

Why it matters: Companies with federal contractors have been waiting for formal guidance from the White House before requiring those employees to get vaccinated, according to Reuters.

CDC director maintains Pfizer booster recommendation for high-risk workers

Rochelle Walensky listens during a confirmation hearing on July 20. Photo: Stefani Reynolds/The New York Times/Bloomberg via Getty Images

Centers for Disease Control and Prevention director Rochelle Walensky on Friday reiterated her decision to go against a recommendation by a CDC advisory panel that refused to endorse booster shots for workers whose jobs put them at high risk for contracting COVID-19.

Driving the news: "Our healthcare systems are once again at maximum capacity in parts of the country, our teachers are facing uncertainty as they walk into the classroom," Walensky said at a Friday briefing. "I must do what I can to preserve the health across our nation."

2 hours ago - Politics & Policy

Democrats release full text of Biden's $3.5T reconciliation package

House Speaker Nancy Pelosi. Photo: Alex Wong/Getty Images

House Speaker Nancy Pelosi (D-Calif.) on Friday unveiled the full text of President Biden's $3.5 trillion social spending package.

Why it matters: Democrats are racing to finish negotiations and get the bill on the floor as soon as possible so Pelosi can fulfill her promises to both House centrists and progressives about the timing and sequencing of passing the party's dual infrastructure packages.

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