Google’s acquisition of DoubleClick has turned the company into double the online advertising juggernaut that it once was, with a total advertising market share of 69% according to Attributor’s study.
Google enjoys a 35% share of advertising to unique users while DoubleClick enters the Googleplex with its own 34%. Combined, the two forces serve advertising to just about 2.2 billion unique users (that’s one third of the world’s population … if we counted all of those users as unique people).
More information from the study:
- DoubleClick and Google dominate overall market share capturing 35% and 34% of unique users, respectively.
- DoubleClick owns the head and Google owns the tail. For sites with over 1MM monthly unique users, Doubleclick has a 48% share, a 3x advantage over 2nd place Yahoo. For sites with less than 100k monthly unique users, Google has an 8x share advantage over 2nd place MSN.
- Professionally produced content is widely proliferated across highly trafficked, commercial sites, representing an untapped opportunity for publishers to increase their revenue through content licensing, ad revenue share or link-building.
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