Amazon digital ad share on the rise

San Francisco : Online retail colossus Amazon is gaining ground in the US digital advertising market as the dominance of Google and Facebook erodes, according to an eMarketer forecast released on Wednesday. The market tracker predicted that Amazon will take in $4.61 billion in online advertising revenue as its share of the US market grows to 4.15 percent, for the first time surpassing Microsoft and Oath, a subsidiary of Verizon Communications.

First-place Google and second-place Facebook will control a combined 57.7 percent of US digital ad revenues with 37.1 percent and 20.6 percent respectively, collectively down slightly more than a percent from last year, eMarketer forecast. An accounting change by the company was given by eMarketer as one of the reasons for raising its prediction of how Amazon would do against rivals in the US digital ad market.