According to the latest forecast from eMarketer, the money spent on digital advertising will overtake spending on traditional ads in 2019. It has predicted that digital ad spend in the U.S. will increase 19.1 percent this year, touching $129.3 billion, while traditional advertising will fall 19 percent, to $109.5 billion.  In pie chart terms, digital will be 54.2 % of the total ad spend while traditional will represent 45.8 % of the total. The forecast also points to a phenomenal growth for digital, and by 2023, digital will account for more than 66% of total ad spending

Not surprisingly, within the digital ad spend; the biggest share goes to Google and Facebook. There is also another beneficiary of these spoils- amazon, whole share is set to increase, as goggle will decline slightly and Facebook increases slightly. Goggle will come to 37.2% this year, down from 38.2 % last year and Facebook’s share will grow marginally from 21.8 % to 22.1 %. Amazon will get the biggest expansion – increasing by more than 50% in the US ad spend- now touching almost 9%. In a statement from eMarketer, their forecasting director Monica Peart said, “The [Amazon] platform is rich with shoppers’ behavioural data for targeting and provides access to purchase data in real-time. This type of access was once only available through the retail partner, to share at their discretion. But with Amazon’s suite of sponsored ads, marketers have unprecedented access to the ‘shelves’ where consumers are shopping.”