Google is a well-established player and has long enjoyed its position as the UK’s No. 1 digital publisher; however, the same cannot be said for Facebook, which has experienced a meteoric rise in recent years. Google’s share of UK digital ad spending is expected to reach 41.6% in 2015, up from 40.5% this year, and eMarketer estimates its market share will remain stable for the remainder of the forecast period. Facebook, on the other hand, will see impressive growth. This year, its share of the UK digital ad market will reach 7.9%, up 5.9 % year over year, and eMarketer predicts that this number will surpass 10% by 2016. UK ad revenues at Facebook will reach £576.1 million ($900.2 million) in 2014, and the company will grow its UK ad business by 29.0% next year, eMarketer estimates, to £743.0 million ($1.16 billion). The two companies’ hold on the UK digital display market is almost equally as strong as their hold on the total digital ad market, though shares of the display market are more evenly distributed between the two. This year, for the first time, Facebook will take a larger share of UK digital display spending than Google, with 25.0% and 23.0%, respectively, eMarketer estimates. This trend will continue over the next few years, with Facebook continuing to grab the lion’s share of UK digital display spend. Get the full story at eMarketer Read also "Google’s display advertising dominance raises concerns" at DigiDay