A new set of digital advertising revenue estimates from eMarketer argue that Google captured 52 percent of global mobile ad revenue in 2012. According to the report, Google “earned more than half of the $8.8 billion advertisers worldwide spent on mobile internet ads last year.”
Overall, Google earned “nearly one-third of all digital ad dollars spent globally,” says eMarketer. In terms of mobile advertising revenue specifically, Facebook was second in 2012, followed by Pandora and YP.
This year, Google is expected to increase its global mobile ad-revenue share to 55 percent. Facebook will have 13 percent and Pandora, 2.5 percent of worldwide totals.
If these numbers are accurate, then we have a very small number of Internet companies grabbing the vast majority of mobile ad revenues and a highly fragmented long tail of many companies each with a much smaller slice of the pie.