This is the year when the mon­ey spent on dig­i­tal adver­tis­ing will final­ly over­take spend­ing on tra­di­tion­al ads — at least accord­ing to the lat­est fore­cast from eMar­keter.

The research firm is pre­dict­ing that U.S. dig­i­tal ad spend will increase 19.1 per­cent this year, to $129.3 bil­lion, while tra­di­tion­al adver­tis­ing will fall 19 per­cent, to $109.5 bil­lion. That means dig­i­tal will account for 54.2 per­cent of the total, while tra­di­tion­al will only rep­re­sent 45.8 per­cent.

Not sur­pris­ing­ly, most of the dig­i­tal ad mon­ey is going to Google and Face­book. How­ev­er, eMar­keter says Google’s share of the mar­ket will actu­al­ly decline, from 38.2 per­cent last year to 37.2 per­cent this year, and Facebook’s share will only grow slight­ly, from 21.8 per­cent to 22.1 per­cent.

Appar­ent­ly, Ama­zon is the main ben­e­fi­cia­ry here, with its U.S. ad busi­ness set to expand by more than 50 per­cent, account­ing for 8.8 per­cent of total spend.

The [Ama­zon] plat­form is rich with shop­pers’ behav­ioral data for tar­get­ing and pro­vides access to pur­chase data in real-time,” said eMar­keter fore­cast­ing direc­tor Mon­i­ca Peart in a state­ment. “This type of access was once only avail­able through the retail part­ner, to share at their dis­cre­tion. But with Amazon’s suite of spon­sored ads, mar­keters have unprece­dent­ed access to the ‘shelves’ where con­sumers are shop­ping.”

The firm also fore­casts that by 2023, dig­i­tal will account for more than two-thirds of total ad spend­ing.