Double Click delivers Google ad serving supremacy
Google’s dominance of the ad serving market has been confirmed this week, with new figures suggesting that the search engine handles 69 per cent of the web’s served ads.
The survey from Attributor reviewed the market share of ad servers for over 25 billion web pages, with Google’s recently acquired Double Click seen to account for 35 per cent and Google itself 34 per cent.
European Union concerns over competition in the sector nearly prevented Google from completing its takeover of Double Click, with Attributor’s findings reiterating the collective market dominance that some feared.
Rival search engine Yahoo! came in third by serving 12 per cent of the ad market, while Microsoft was next with 10 per cent.
Should a takeover deal be resurrected and the two companies combine to take on Google, the survey results suggest a major gulf would still separate them from the market leader, whose total was 47 per cent above the combined Microsoft and Yahoo! total.
Search engine marketing (SEM) strategies often revolve around ad placement, with Google establishing itself as the favoured search engine for web surfers and consequently dominating the stakes for ad placement.
