Google is expected to take back the top spot in U.S. display ad revenue this year from Facebook.
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The search giant is projected to generate $2.31 billion in net display ad revenue in 2012, while Facebook is projected to take home $2.16 billion, according to a new report from the research firm eMarketer.
Facebook passed Google last year for the first time, but Google has since bounced back on the strength of its ad network, including video ads on YouTube and mobile ads. Facebook's ad revenue, on the other hand, has fallen short of previous projections, though as eMarketer points out, both companies continue to see strong growth.
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Google's display ad revenue is expected to increase by more than 38% year-over-year, while Facebook's display ad revenue will increase by 24.4% from the previous year. Both companies outpaced the overall 21.4% annual growth of the U.S. ad display market.
eMarketer had previously projected an even larger U.S. ad display market, but the firm has since reduced its estimates due to lower prices for display ads and hesitation on the part of big brands to invest in big display ad buys.
Going forward, the firm only expects Google's lead in the U.S. display ad market to keep increasing. By 2014, Google is expected to bring in more than $4 billion in display ad revenue, or more than a fifth of the total market. Google and Facebook combined are projected to account for 36.7% of the display ad market in 2014.
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