According to an eMarketer forecast, US digital ad spend is expected to increase by 16% in 2017, with Google and Facebook expected to claim the lion's share. However, Snapchat stands out as the platform that will see the biggest increase in ad spend, with the social network's ad revenue due to rocket by 157%. Snapchat recently published an IPO and is expected to see huge levels of growth across the board in 2017. It is expecting its share of the US mobile ad market to grow strongly. It is forecast to see its 1.3% share in 2017 grow to nearly 3% in the next two years.