It turns out that the majority of worldwide mobile ad revenue is falling directly into Google's pockets.
According to a report from eMarketer, the search giant earned more than half of the $8.8 billion (£5.6 billion) global advertisers spent on mobile Internet ads last year.
The organisation estimates that Google made $4.61 billion (£2.94 billion) in mobile Internet ad revenues last year — more than triple its earnings in 2011. This year's revenues are expected to be even higher, reaching $8.85 billion (£5.64 billion).
This marks eMarketer's first foray into tracking worldwide digital and mobile advertising revenues at major Internet companies; previously, the agency covered only UK and US revenues for select companies, and global data for Facebook, Twitter, and LinkedIn.
Google continues to run away with the revenues, leaving other media companies in the dust. Facebook, which is expected to increase mobile revenues by more than 333 per cent, will end 2013 with only $2 billion (£1.27 billion). Meanwhile, Twitter falls into fifth place, behind Pandora and YellowPages.com, with $0.31 billion (£197 million) in mobile Internet ad revenues.
"Across all digital platforms, Google continues to reign as not only the largest beneficiary of digital ad spending in the US, but worldwide as well," eMarketer said.
Need proof? The company made $32.73 billion (£20.85 billion) in 2012 net digital ad revenues — the equivalent of about 31.5 per cent of total worldwide digital ad spending last year, according to eMarketer. Now, with its monetisation of YouTube and growing adoption of mobile advertising, Google is set to continue its upward streak, increasing revenues even faster than the overall market.
Twitter is making solid progress, though; the site is on its way to grabbing the crown for fastest growth rate in worldwide ad revenues (among those companies analysed by eMarketer), with a 102.2 per cent increase expected this year, after a 106.7 per cent boost in 2012.
The social site, meanwhile, overtook Facebook in terms of US mobile ad revenue last year, based on a 2012 eMarketer report.
EMarketer based estimates of digital and mobile ad spending on various elements, including economic conditions, historical trends, and reported revenues, among other aspects.