In terms of revenue share, search still has the largest part of the market, followed by banner ads and social media advertising. According to 2016 predictions, this distribution is expected to remain relatively unchanged until 2021. With the rising importance of mobile devices, 2016 saw mobile ads account for the largest share of online advertising revenue in the United States. At the same time, a third of digital advertising budgets was dedicated to digital video specifically, with further 21 percent set aside for mobile video ads. By 2018, programmatic digital video advertising spending alone is projected to grow to over 10 billion U.S. dollars. In a breakdown by industry, the retail sector currently accounts for the most revenue from online advertising in the U.S., followed by financial services, the auto and telecom industries, as well as the leisure travel vertical.
In 2016, Google, Taboola, Yahoo! Sites, MSN, Facebook.com, and YouTube.com were among the leading syndicated ad focus entities in the United States based on reach. That same year, Facebook generated the most in net digital display ad revenue in the United States. The company, together with its close competitor, Google, holds close to 60 percent of the display market today.