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Twitter’s U.S. mobile advertising revenue is expected to decline for the first time, says eMarketer

Facebook and Google are doing quite nicely, though.

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More U.S. marketers are spending money on mobile advertising, but Twitter’s share of the profits is expected to decline, according to a new study released on Tuesday by eMarketer.

The research firm projects that Twitter’s share of the U.S. mobile advertising industry will drop from 2.6 percent in 2016 to 2.0 percent this year. That equates to approximately $1.15 billion in mobile ad revenue for Twitter in 2017, down from $1.21 billion in 2016.

It’s the first time eMarketer has projected a drop in ad revenue for Twitter, according to a spokesperson, and it comes at a time when marketers are spending more on mobile ads than ever before. In total, eMarketer projects mobile ad spend in the U.S. to top $58 billion in 2017, a 25 percent increase over last year.

This shouldn’t come as a big surprise for Twitter investors. The company’s Q4 earnings report revealed just a 1 percent revenue jump from the previous year, and its sales team has been restructured following the departure of longtime sales boss Adam Bain late last year.

Not everyone is struggling, though. Facebook and Google continue to dominate the mobile advertising industry in the U.S. — eMarketer projects that they’ll own a combined 57 percent of the market in 2017, up from 54 percent last year.

Facebook is particularly strong on display ads, and is projected to account for 39 percent of all money spent on display ads in the U.S.

Google, on the other hand, dominates search advertising. and eMarketer projects that it will bring in 78 percent of all U.S. search ad revenue this year.

This article originally appeared on

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