Baidu and Alibaba Best Yahoo and Twitter for Digital Ad Revenue
Google once again retained the biggest share of global digital ad revenue and by a large margin. The company claimed a 31.10% share this year — a slight dip from its share last year — while runner-up Facebook secured 7.75%. And even though Facebook’s share is only a few percentage points higher than Baidu’s or Alibaba’s, the social network’s share grew at a higher rate from 2013 to 2014 than either Chinese company.
Meanwhile, three of the biggest original online ad sellers — Microsoft, Yahoo and AOL — continue to cede their grip on the global market. Microsoft’s share fell from 2.84% last year to 2.72% this year. Yahoo’s share dropped from 2.83% to 2.36%. And AOL’s share shrank from 0.93% to 0.81%.
For all the attention paid to the ad businesses of Twitter, Amazon, Pandora and LinkedIn, none of the four companies is expected to account for more than 1% of the overall global ad market this year. Twitter may cross the mark in 2015 if its steep growth continues. The social network’s market share increased by 71% year-over-year, the most of any of the 16 companies eMarketer listed. Amazon, Pandora and LinkedIn each saw incremental gains.
