U.S. digital advertising revenue rose 15% to $36.6 billion in 2012, the Interactive Advertising Bureau reported Tuesday, fueled by a more than doubling of mobile ad revenue. Digital ad revenue also rose 15% in the fourth quarter, vs. Q4 2011, to $10.2 billion. Mobile ad revenue jumped 111% to $3.4 billion in 2012, says the IAB, accounting for 9% of total Internet ad revenue. Google (GOOG) dominates the mobile ad space, mainly through its search platform. Facebook (FB), the second largest, recently rolled out a new mobile platform, called Home. It’s a potential threat to Google in that it will take over the user’s home screen and provide a Facebook-centric experience, as IBD reported. Last year, Google had a 53% share of the U.S. mobile ad market, says eMarketer. Facebook collected 9%. This year, eMarketer sees Google at 55% and Facebook at 13%. Revenue from mobile ads accounted for 23% of Facebook’s total ad revenue in Q4, up from 14% in Q3. Search-based ad revenue rose 14.5% to $17 billion, comprising 46% of all Internet ad revenue. Display-related advertising, which accounted for 33% of the total, rose 9% to $11 billion.
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