It seems Google has a lot of work to do to keep Facebook from digging into its ad revenue. Google may be doing better against Facebook in terms of desktop display ads, but when it comes to mobile ads, Facebook is far outpacing its nearest rival. Facebook is expected to take 28% of mobile display ads in 2013, while Google is only expected to get 19%.
Why are mobile display ads more important? Well it seems that advertisers are paying more for mobile ads. With the growth of smartphones and tablets, more money is being spent on mobile ads. It's common sense that any tech company wanting to compete in advertising in the future must start growing in mobile ads. Otherwise it will be left behind in terms of revenue.
In the past, it seems that Google and Facebook have always traded places on leading in ad revenue, but Google seems to have the upper hand over the next few years. According to emarketer, Google will lead 2013 in ad revenue, coming in at $3.1 billion. The higher ad revenue forecast should be attributed to the future growth of ads on mobile devices.