The U.S. digital ad market grew by nearly $12 billion last year, with Google and Facebook collecting 77 cents of each new dollar spent, according to eMarketer. Amazon.com Inc., ever the disrupter, has the ability to upend the whole business with its extensive data. Google and Facebook together collect nearly half of global spending. EMarketer predicts Amazon will generate $1.81 billion in ad revenue world-wide in 2017, a tiny fraction of Google’s $74 billion. “For large brands, it’s not that different than the era where there were three [TV] networks.”Write to Lara O’Reilly at lara.o'reilly@wsj.com

Source: Wall Street Journal June 19, 2017 09:30 UTC