Google has long been the dominant force in the digital advertising industry and its momentum does not seem to be slowing.
According to eMarketer's most recent report on the U.S. digital advertising market, Google will take a reported 77.8 percent of U.S. search ad revenues this year (2017) and it could be as high as 80 percent by 2018.
Overall, search spending in the U.S. is expected to increase 24 percent over the next three years, from $36.69 billion in 2017 to $45.63 billion in 2019.
While these are only forecasts, you really have to wonder if anyone or any platform can take away something, anything from Google. Everyone else's growth projection looks anemic in comparison.
Microsoft's U.S. search ad revenues, for example, are expected to grow from $2.79 billion this year to $3.02 billion in 2019, with its market share expected to dip from 7.6 percent this year to 6.6 percent in 2019.
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