Rivals Chip Away at Google's and Facebook's U.S. Digital Ad Dominance, Data Show - WSJ - 0 views
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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.
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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%,
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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.
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