Here’s a twist:  eMarketer estimates that Facebook and Google’s share of advertising will decline in 2018.  While they will still control 56.8% of US digital ad dollars, the company predicts, that’s a drop from 58.5% last year.

If you’re thinking it has to do with Cambridge Analytica or privacy issues, though, that’s not the reason.  It’s because Amazon and Snapchat are experiencing growth.  The numbers are starting to show a trend with Goobook’s share of new digital ad dollars coming into the marketplace, eMarketer reports.  In 2016, the duo took 73% of all new ad dollars.  Now, they are taking 48%.

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