As we saw yesterday, Yahoo is struggling to get its display business back in black. Data aggregator eMarketer says that will happen, but that the company’s share of the global advertising market will fall to fourth place — after Microsoft.
Google and Facebook will continue to be the top global advertising players, though Google far exceeds others in its overall share. Yet, even Google is under pressure from intensifying competition and the increasing “mobilization” of the internet.
In mobile, Facebook has just under half of Google’s global ad share according to eMarketer. Twitter is number three, followed by YP and Pandora.
The company projects that, overall, mobile revenues will be $32 billion this year. In the U.S. eMarketer’s 2014 mobile forecast is a bullish $17.7 billion, which is a bit too aggressive in my view.
More remarkably the firm estimates that eight US companies will control 80 percent of total global mobile ad revenue in 2014.