Apple might get all the press, but Google has quickly established itself as the gorilla of mobile advertising.
According to estimates from IDC, the company’s AdMob mobile ad network is by far the largest in the U.S., accounting for around 24 percent of mobile display only revenues this year, ahead of second place Millennial Media with its share of under 17 percent.
That display business, coupled with its near monopoly in mobile search, means Google will receive over 71 percent of all ad dollars spent in mobile this year, per IDC. “Google clearly benefits from its ability to leverage its dominance in traditional online advertising on the mobile platform. This will cement its number one position for years to come,” analyst Karsten Weide predicted.
In terms of overall mobile ad spend, Google’s closest competitor is still Millennial, which will attract 4.9 percent of revenues dedicated to the channel this year. In third place is Apple with a 4.5 percent share, followed by Yahoo and Microsoft with 2.9 percent and 2.8 percent, respectively.
-
How sportsbooks and publishers are rethinking the terms of content-based sponsorships
The economic slowdown is causing sportsbooks and publishers alike to reconsider their approaches to content-based customer acquisition campaigns.
-
A year after coming under Axel Springer’s control, Politico’s Europe and North American businesses are closer than ever
Politico is still realizing what a global brand might look like, but Politico EU's CRO Nicolas Sennegon is already pursuing an advertising business that extends across the pond.
-
How publishers can prevent cyberattacks after Fast Company’s hack
Tech executives shared what publishers can do to prevent getting hacked and avoid cybersecurity breaches.
-
SponsoredWhy online search is foundational for a post-cookies environment
Derick Jaros, head of industry, commerce, Yext If there’s one definite thing about the past two years, it’s that consumer behavior changed significantly throughout the pandemic. From the shift to online-only life in early 2020 to the frantic Googling for new hours, policies, and stock updates in the first phase of reopening, consumers turned to […]
-
4A’s Marla Kaplowitz on 3 ways agencies can navigate the uncertain economy
The industry trade group is helping many agency members prepare their business for broader economic changes, from how to retain talent to honing their financial acumen.
-
Digiday partners and invests in Marketecture, deepening its ad tech content and expertise
The two companies have joined forces to help close the gap between buyers and vendors by shining a light on the multibillion-dollar ad tech industry.
