Facebook Expected to Claim 16% of Mobile Ad Revenue in 2013, Google to Keep the Lion’s Share

According to estimates from eMarketer, Google is expected to claim 53.2 percent of net mobile Internet ad revenue worldwide this year, a slight uptick from the 52.4 percent it claimed in 2012. Meanwhile, Facebook’s share of global mobile ad revenue in 2013 is expected to be 15.8 percent, nearly three times its stake last year.

Google’s increased share of mobile ad revenue will come thanks to more mobile search usage and the increasing mobile monetization of YouTube, according to eMarketer. The company expects the total mobile ad market to reach $16.7 billion this year, up 89 percent from last year.

A report from the IDC earlier this year forecasted that mobile ad spend in the U.S. would increase 55-65 percent in 2013 to finish at approximately $7 billion.

When it comes to all digital ad revenue worldwide (i.e., across all devices), Google is expected to claim 32.8 percent of the pie, while Facebook is expected to take 5.4 percent, according to eMarketer. Yahoo is expected to be No. 3 with 3.0 percent, while Microsoft is expected to take 2.5 percent.

Total digital ad revenue is expected to hit $117.6 billion this year, up 13.0 percent from 2012.

eMarketer notes that it boosted its forecast for worldwide digital ad revenue for Facebook after its strong second-quarter performance.