Amazon is now the third-biggest ad platform in the United States

Amazon is now the third-biggest ad platform in the United States

Amazon is expected to move up the rankings of the top US digital ad sellers in 2018 to take the No. 3 slot, thanks to an acceleration in ad revenue growth and accounting changes by the company, according to the latest forecast from research firm eMarketer. The research firm has attributed the revision to an accounting change by Amazon as well as increased demand. Sellers-cum-advertisers benefit from sale of goods through right placement, while Amazon benefits twice - it earns revenue for displaying (and from click-through on) the ads, as well as a commission on each sale.

Inc.'s (AMZN) advertising business is gaining momentum, and is rapidly grabbing market share from leaders like Alphabet Inc.'s (GOOGL) Google and Facebook Inc.

The market tracker predicted that Amazon will take in $4.61 billion in online advertising revenue as its share of the USA market grows to 4.15 percent, for the first time surpassing Microsoft and Oath, a subsidiary of Verizon Communications.

Amazon is attractive to advertisers looking for insight into the impact of their ad buys on purchases.

Amazon Forecast to Be No. 3 Digital Advertising Player in 2018

While Google and Facebook continue to dominate the total $111 billion digital advertising market with a combined 58 percent market share during 2018, they have slipped a percentage point compared to a year ago.

Online retail colossus Amazon is gaining ground in the United States digital advertising market as the dominance of Google and Facebook erodes, according to an eMarketer forecast released on Wednesday. "We're seeing a broader appeal to advertisers than we might have expected", she said.

"That increased search traffic gives third-party sellers a reason to increase bids for keywords on Amazon". "That's a major reason that we might have underestimated what kind of growth would come through by the first half of the year". The research firm previously projected Amazon's ad revenue this year would be $2.89 billion. To put that in context, Google is still by far the largest ad platform, taking 37.1% of market share, while Facebook comes in second place, taking 20.6% of market share.

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