Facebook will continue to dominate the U.S. digital ad market this year, with display ad-related revenues expected to jump more than 32 percent to $16.33 billion in 2017, according to the latest ad spending forecast by digital market research company eMarketer.

Facebook’s impressive gains, which includes advertising on desktop and laptop computers, as well as mobile phones, tablets and other Internet connected devices, will bring the social network giant to account for nearly 40 percent of the U.S. display market this year.

eMarketer chart on Net US Digital Display Ad Revenues for Facebook, Google and Snapchat, 2017

According to eMarketer, the gains are attributable to growth in overall use and the time users will spend on the site. Facebook’s photo-sharing service Instagram is also expected to drive at least some of this growth, accounting for 20 percent of Facebook’s U.S. mobile revenue this year, an increase of five percent from 2016, according to the eMarketer report.

eMarketer expects Google to account for nearly 41 percent of U.S. search ad revenues this year, more than double Facebook’s share. The Alphabet Inc. unit, which continues to lead the search market, is expected to grow 16.1 percent to $28.55 billion in 2017, primarily the result of growth in mobile search, and should claim about 78 percent of the total search-related ad revenues in the U.S. this year.

Google’s display business is also expected to rise to $5.24 billion, but its share of the display market will drop to 12.5 percent as a result of Facebook’s historic gains in this sector.

The forecast also predicted that messaging app Snapchat is poised for strong growth this year, with ad revenue expected to surge about 158 percent in the U.S. to $770 million. The app, which claims 158 million daily users and whose parent company Snap Inc. went public last month, is now expected to account for nearly three percent of the U.S. mobile ad market by 2019, according to the eMarketer forecast, more than double its current 1.3 percent.

In total, U.S. digital ad spending will account for an $83 billion business in 2017, representing an increase of 15.9 percent from 2016.