Top Chinese ad sellers, search company Baidu and e-commerce firm Alibaba, have overtaken most of their American counterparts and are catching up to Google and Facebook.
Baidu is expected to take in 4.68% of the $146 billion marketers will spend on digital advertising this year, according to new estimates from eMarketer. The research firm projected that Alibaba will trail close behind at 4.66% of the money advertisers around the world will put toward desktop and mobile ads in 2014 after subtracting so-called traffic-acquisition costs, or the amount of money a publisher pays to drive traffic towards the pages displaying those ads.
While this year marks the first time eMarketer has reported estimates of Baidu's and Alibaba's share of global net digital ad revenue, it's not the first time either company claimed a bigger share than most U.S. companies. Last year Baidu and Alibaba also ranked third and fourth, respectively behind Google and Facebook.