Millennial Media and Google are eating away Apple's share in the mobile advertisement market.
According to an article on Bloomberg, market research firm IDC has published new market share estimates which indicate Apple is losing the war to Google and Millennial Media.
IDC said that Google, which currently dominates over the US mobile phone advertising market, will rise to a market share of 24 percent from 19 percent last year. Millennial Media, on the other hand, will see its market share rise to 17 percent from 15 percent in 2010.
Meanwhile, Apple will see its market share drop from 19 percent in 2010 to 15 percent this year. IDC revealed that the US mobile phone advertising market will reach almost $2.1 billion in 2011 from $877 million a year ago.
Karsten Weide, an analyst at IDC, claimed the primary reason behind Apple's decline in the US mobile phone advertisement market is that it only allows advertisers to post ads on iOS devices while Google and Millennial support non-iOS devices as well.
Google has established a firm lead in the mobile advertising space, thanks to the popularity of its search engine and other online products. However, the primary reason behind Google's dominance is the success of its Android mobile operating system platform.