Facebook's share of global mobile ad revenue is expected to triple from 5.35% last year to 15.8% in 2013, according to a new forecast from eMarketer.
The new number exceeded the anticipated increase of 12.9% in eMarketer's last forecast in June.
According to last month's Facebook revenue report, mobile advertising constituted 41% of the company's total ad revenue during Q2 of 2013, marking a significant raise compared to the 27% in Q3 last year. (Mobile ad revenue took up 14%, 24% and 30% in Q3 of 2012, Q4 of 2012 and Q1 in 2013, respectively.)
As of June this year, the social media company reported a 51% year-on-year increase of monthly active users on mobile, reaching 819 million.
Facebook CEO Mark Zuckerberg said in a conference call earlier this year that building new mobile-first experiences is going to be a "big theme" for the company this year, according to web monitoring company Inside Facebook.
"We need to build the best mobile experiences, we need to build our platforms and we need to build a really strong monetisation engine," said Zuckerberg.
Apart from Facebook, eMarketer also estimates that Google's share in the global mobile ad market will also increase slightly to 53.17% amid ongoing growth in mobile search usage and an enhanced mobile monetisation model on YouTube.
Both Google and Facebook remain as top mobile ad publishers among all devices, followed by Pandora and YP, who, respectively, take up 2.37% and 2.27% of global mobile ad revenue.
In terms of overall digital ad revenue, Google outpaced Facebook to top the charts by an anticipated 32.84% share of the global mobile ad pool, followed by Facebook's 5.41% and Yahoo's 2.97%.