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ERROR: type should be string, got "https://www.barrons.com/articles/digital-ad-spending-2019-forecast-51550616516\nYet Another Business That Amazon Is Winning\nJon Swartz\nUpdated Feb. 20, 2019 10:40 am ET / Original Feb. 20, 2019 6:05 am ET\nPhotograph by Quinn Rooney/Getty Images\nA fundamental shift in advertising expenditures spells good news for Amazon.com, a softening duopoly for Alphabet’s Google and Facebook, and more rough news for traditional media like print and TV.\nFor the first time, online ad spending in the U.S. will surpass traditional spending this year, by nearly $20 billion. The digital side will increase 19% to $129.3 billion, while non-digital will shrink 5% to $109.5 billion, according to a report from eMarketer published on Wednesday. Digital will account for 54% of total U.S. ad spending this year, with mobile leading the digital surge, at an estimated $87.06 billion.\nThe gap is expected to widen the next few years as traditional ad spending remains flat and digital grows approximately $20 billion per year.\nThe clear winners are Amazon.com (ticker: AMZN), which passed Microsoft (MSFT) in digital ad market share last year and is eating away at Facebook and Google. Instagram is winning its own share and driving most of Facebook’s overall growth.\nThe ever-shifting landscape means that for the first time combined share for Alphabet’s (GOOGL) Google and Facebook (FB), the Nos. 1-2 market leaders, will drop even as their revenues grow. Google’s share will slip in 2019 to 37.2% from 38.2% last year; Facebook’s share remains virtually unchanged at 22.1% versus 21.8% last year.\nAmazon, third in market share, is forecast to see a 50% jump in business to 8.8% share in 2019 and nearly 10% in 2020. The e-commerce giant reported record profits and revenue in its fiscal fourth quarter, prompting eMarketer to raise its numbers on Amazon.\n“Amazon has a major benefit to advertisers, especially consumer-packaged goods and direct-to-consumer brands,” eMarketer forecasting director Monica Peart told Barron’s in a phone interview. “The platform is rich with shoppers’ behavioral data for targeting and provides access to purchase data in real-time. And as Amazon has extended its reach, consumers increasingly trust it when shopping.”\nNow, the bad news.\nDirectories like the Yellow Pages face the biggest hit – down 19% this year – and traditional print in the form of newspapers and magazines will drop nearly 18%. Even TV is not immune. Television ad spending is expected to decline 2.2% to $70.8 billion this year, largely because there are no elections or big events, such as the Olympics or World Cup.\n“We’ve hit an inflection point,” Peart said. “It’s been a long time coming. Digital continues to command more and more attention for the consumption of content and shopping. That’s where consumers go.”\nWrite to Jon Swartz at jonathan.swartz@dowjones.com\nA fundamental shift in advertising expenditures spells good news for Amazon."