Forrester analyzed the online advertising revenue generated by 13 key digital media companies, including Google, Facebook, and Alibaba, which together constitute more than 75% of the online advertising market.
According to Forrester data, after remaining in the range of 23% to 26% year-over-year growth for the past six quarters, global online advertising revenue growth broke noticeably upward in Q3 2017, reaching 29.6%.
Other key findings from the report include:
- Google was by far the biggest contributor to the overall market growth, with an additional $4.2 billion in spending compared to a year ago — 40% of the $10.5 billion growth in spending for all 13 firms.
- While Facebook had been predicting its ad revenue to decelerate in 2017, it saw strong growth of 48.8%, which was in line with previous quarters and actually a slight acceleration from 46.9% in Q2 2017.
- Snap continues to be a disappointment with only 0.5% of the global market, and its revenue is already decelerating sharply — down to 62.2% after growing at an average of 329.9% in the prior four quarters.
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