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eMarketer predicts the combined U.S. digital ad market share of Alphabet Inc.’s GOOGL -0.23% Google and Facebook will fall for the first time this year, shrinking to 56.8% from 58.5% last year. At the same time, overall digital ad spending in the country is likely to grow nearly 19% to $107 billion in 2018.

That would give Google command of 37.2% of the market, down from 38.6%. Facebook’s market share will likely be 19.6%, down from 19.9%,

Advertisers’ relationships with Google and Facebook have grown tense in recent years amid controversies over ads appearing next to inappropriate content, measurement discrepancies, and questions over the tech companies’ roles in Russia’s efforts to spread misinformation to influence the 2016 U.S. presidential election.

“TV and video content providers such as cable companies have a great opportunity to target heavy users with social TV in order to reduce potential churn,” said Michael Gartenberg, research director at Gartner. “The time to take advantage of this opportunity is right now as social TV services have not yet been dominated by a single solution and the market is far from saturated.”

Connected TV will open up access to a much wider range of content via the Internet, opening the possibility of worldwide video sharing.

ideo influences consumers the most when considering a purchase – up more than 20 percent – banner and search advertising continue to decline. Less than 50 percent now find paid search influential when making a decision, down from about 60 percent during the past three years.

For the first time in Pew Research findings, more than half (56%) of internet users ages 65 and older use Facebook. Overall, 71% of internet users are on Facebook, a proportion that represents no change from August 2013.

For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half 0f all Instagram users (49%) use the site daily.

Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.

more than 90% of PR executives believe that the distribution of fake news and the purposeful distortion of truth are the biggest ethical threats we face in the future. Defense of malicious behavior and lack of corporate transparency were cited by over 80% of the respondents.

Today, earned media – pitching and placing stories through work with journalists and influencers — remains the dominant source (50%) of revenue for PR agencies. It’s predicted to drop to 37% over the next 5 years, with shared (23%), owned (23%) and paid media (17%) picking up the difference.

nearly two-thirds (64%) of PR professionals think that in five years the average person won’t be able to distinguish whether the information they consume comes from paid, earned, shared or owned sources.