Another View of Google's Dominance

• Posted: Saturday, April 12, 2008
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• Author: pradhana
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• Filed under: Google, Internet Advertising, Market Survey

Looks like DoubleClick was a very savvy buy.

Online ad networks offer site publishers a big revenue opportunity, according to a January 2008 study conducted jointly by Attributor and Compete.

The companies looked at content monetization and user information across 68 million domains. DoubleClick and Google dominated overall market share capturing 35% and 34% of unique users, respectively.

"DoubleClick owns the head and Google owns the tail," said Attributor on its blog. The company noted that Doubleclick had nearly half of the total market for ads on sites with more than a million monthly unique users. Google had more than 70% of the market for sites with less than 100,000 monthly unique users.

One of the ways in which online ad exchanges help marketers is by letting them place ads alongside different instances of a given article on the Web. Content is constantly being reprinted, copied and otherwise reused on multiple Web sites.

The researchers found an average of 20 different copies of each article tracked, and more than half of the copies did not link back to the sites where the articles appeared first. The ad traffic exchanges track these multiple article editions and let ads be placed against all of them.

Read more - eMarketer

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