Facebook and others secure 52 per cent of the market in 2012.
IDC has observed trends in the American mobile ad space to find publishers like Facebook and The Weather Channelare now major considerations for brands' marketing strategies.
Indeed, publishers secured 52 per cent of the mobile display ad spend in 2012, up from 39 per cent in 2011, which puts them ahead of traditional ad networks such as Google and Millennial Media.
Facebook dominated the publishers to secure $234m, followed by Pandora on $229 and Twitter on $117m. Comparatively, Google bagged $243m, with Millennial on $151m and Apple on $125m.
Search ads are still the most dominant form of advertising with 61 per cent, but the display ad share hit 39 per cent, an eight per cent rise year-on-year.
Overall, mobile ad spending in the US rose by 88 per cent in 2012 to hit $4.5 billion, while market share within all digital advertising hit 11 per cent for the year, up from seven per cent in 2011. IDC predicts a 55-65 per cent growth rate for 2013 to generate around $7 billion.
Karsten Weide, VP of media & entertainment at IDC, said: "Mobile ad networks are losing market share to publishers, and we expect them to lose even more going forward. Networks, especially independent ones, are entering a difficult phase, in which, with an ever smaller share of revenue, they'll have to compete with publishers, which will only grow in strength."
In other news, IAB revealed yesterday that UK mobile ad spending had crossed the half billion pounds mark.