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Yet from a small base, mobile ad spending is expected to grow rapidly.
That problem could hold back the growth curve of mobile ad spending.
In 2012, the research firm estimates, mobile ad spending will grow another 80 percent to $2.61 billion.
By contrast Facebook receives 18% of mobile ad spending - while people spend about 17% of their time on its mobile properties.
Investment firms and market researchers had thought this year's mobile ad spending would be closer to $2 billion, according to eMarketer.
Yet mobile ad spending is expected to grow to $1.6 billion by 2013, as smartphones and other small mobile computing devices become increasingly popular.
Similar(35)
The other top earners are $74 billion consumer apps, $53 billion enterprise mobility, $42 billion mobile ad spend and $11 billion wearables.
Apple says the deals it has already secured represent almost half of the total forecasted mobile ad spend in the US for the second half of 2010.
But there's still upside for mobile ad spend.
Total Internet ad spend was $37 billion, while mobile ad spend was only about $4 billion.
At the same time, mobile ad spend passed tablet spend and rose from 10percentto15percentcent.
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