Search giant Google commands the lion’s share of the ad-serving market at 57 percent, according to a new study from content-tracking firm Attributor. Google’s DoubleClick and AdSense carry 31 percent and 26 percent of all online ads respectively.

    Yahoo came in a far-behind third with 10 percent of the market, while AOL and Revenue Science each carry 7 percent. Microsoft’s Atlas ad-serving system only has 4 percent of the market. Its disappointing share emboldened the call for a partnership with Yahoo, but even their combined presence would only command less than a quarter of Google’s share overall.

    The research compiled scans from billions of web pages through the month of October across 75 million domains, Ad Age reports. Not surprisingly, Google’s dominance is largely attributed to its use of display and text ads. Although each ad type is counted equally, one display ad typically takes up the same amount of space as three text ads.

  Although Google still reigns supreme in the online ad space, the market shares claimed by DoubleClick and AdSense were down 3 percent and 9 percent from last January. When Attributor did its last round of research that month, Google’s AdSense was carried on more small sites, but it gained momentum with larger publishers since then. The search company lost a 13 percent share on smaller sites, but gained two points on larger sites. DoubleClick also outperformed in the automotive category with a 58 percent share of all related ads.

News Source :->Imediaconnection