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Amazon could disrupt Google and Facebook's ad dominance: expert

·Producer
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In the battle for digital advertising revenue, the Google and Facebook duopoly could be challenged by another tech titan — Amazon.

That’s according to Mediaocean CEO Bill Wise, who said that while Google looks steady as the leader in the category, it’s Facebook that could be taken down a notch.

“Amazon will overtake Facebook as the number two player in the ad market,” Wise said in an interview with Yahoo Finance’s On The Move.

They could reach that position “in three to five years,” he said.

BERLIN, GERMANY - DECEMBER 14: The Logo of online advertising platform Google Ads ( Google Adwords ) is displayed on a smartphone on December 14, 2018 in Berlin, Germany. (Photo by Thomas Trutschel/Photothek via Getty Images)
BERLIN, GERMANY - DECEMBER 14: The Logo of online advertising platform Google Ads ( Google Adwords ) is displayed on a smartphone on December 14, 2018 in Berlin, Germany. (Photo by Thomas Trutschel/Photothek via Getty Images)

The battle for digital advertising share has steadily intensified over the years, with Google leading the pack, accounting for 37.2% of U.S. ad spending, according to eMarketer. Facebook is ranked in second place capturing about 22.1% of digital ad spend and Amazon has almost 9% of the U.S. market.

This comes as Google parent Alphabet posted third quarter earnings Monday after-market close that missed earnings expectations but beat on revenue, thanks in part to its continued dominance in advertising sales. The company's advertising revenue hit $33.92 billion in the quarter, that’s up from $28.95 billion from a year ago.

“Their core business continues to be advertising revenue,” Wise said. “It’s across Youtube, it’s across search, they have the world’s best intent data; it has misses are always coming from new initiatives.”

Bridgette Webb is a producer at Yahoo Finance. Follow her on Twitter @bridgetteAwebb.

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