Amazon.com Inc. doesn’t just dominate e-commerce. It’s also an increasingly prominent display ad platform, according to a new report by research firm eMarketer Inc. that projects Amazon’s U.S. display ad revenue will reach $1.43 billion next year, up 30% from $1.10 billion that it’s expected to generate this year.

While that’s only about 3.0% of what eMarketer projects to be a $48.42 billion U.S. display ad market next year, it’s also the third-highest market share behind industry leaders Facebook Inc. and Google.

Facebook’s U.S. display ad revenue is expected to jump 32.0% this year to $16.33 billion from $12.37 billion last year. eMarketer projects another 23.7% increase next year to $20.21 billion. Google’s U.S. display ad revenue is expected to be more modest; eMarketer projects its display ad revenue to rise 8.4% this year to $5.24 billion from $4.83 billion last year. And 13.4% growth next year to $5.94 billion.

Not all platforms are seeing growth in their U.S. display ad revenue. Twitter, for example, is projected to see its U.S. display ad revenue decline 4.6% this year to $1.30 billion from $1.36 billion last year. eMarketer expects the social network’s U.S. display ad revenue will be flat next year.
[infogram id=”us_display_ad_revenue” prefix=”rxj” format=”interactive” title=”U.S. digital display ad revenue”]
While Facebook accounted for 35.4% of the $34.90 billion U.S. display ad market last year and 39.1% of the $41.74 billion market this year that market share dominance pales in comparison to Google’s supremacy over the U.S. search ad market. Google accounted for 75.8% of the $32.47 billion U.S. search ad market last year and its market share is expected to rise to 77.8% of the $36.69 billion market this year and 80.0% of the $40.49 billion market next year.

Google’s U.S. search ad revenue is expected to reach $28.55 billion this year, up 16.1% from $24.40 billion last year. Next year eMarketer expects Google’s U.S. search ad revenue to jump another 13.5% to $32.40 billion.

Microsoft Corp., which ranks second in the U.S. search ad market, is expected to generate $2.79 billion this year, up 6.9% from $2.61 billion last year. Next year eMarketer expects Microsoft’s U.S. search ad revenue to rise 4.7% to $2.92 billion.

Amazon has a tiny, yet growing share of the U.S. search ad market. Amazon is expected to generate $370 million in U.S. search ad revenue this year, up 32.1% from $280 million last year. eMarketer projects that Amazon’s U.S. search ad business will grow another 29.7% to $480 million next year.

[infogram id=”us_search_ad_revenue” prefix=”Mgi” format=”interactive” title=”Copy: U.S. digital display ad revenue”]

eMarketer expects total digital ad spending in the US will be $83.0 billion, which would be roughly 15.9% growth over last year. Facebook and Google are driving that growth as they dominate the digital market; eMarketer expects Google’s U.S. digital ad revenue will rise 14.8% this year and Facebook’s will jump 32.1%.

A key part of that growth is Google and Facebook’s dominance of U.S. mobile advertising. Google accounted for 31.5% of the $46.70 billion U.S. mobile ad market last year and Facebook accounted for 22.5%. eMarketer expects both platforms will continue growing their market share. Google is expected to account for 32.4% of mobile ads of the $58.38 billion market this year and 33.2% of the $70.05 billion market next year. Facebook is projected to grow its share to 24.6% this year and 26.0% next year.

eMarketer expects Snapchat will also see strong growth. It expects the ephemeral messaging app, which recently launched an e-commerce site, to account for 1.3% of the U.S. mobile ad market this year, up from 0.6% last year and to reach 1.8% next year. Amazon, for the sake of comparison, is expected to account for 0.6% of the market this year, up from 0.5% last year. eMarketer expects the online retail giant’s market share will be 1.0% next year.