Marketers are trying to determine whether relationships among Yahoo!, Google, Microsoft and News Corp. will ultimately drive up prices due to a monopolistic environment or reduce them by making the market more efficient. The ability to reach a large audience with a single buy across all types of content makes portals a dollar magnet. The Big Four companies, Google, Yahoo!, MSN and AOL, take in the lion's share of online ad revenues. EMarketer projects that in 2008, the Big Four portals will rake in $14.8 billion in online advertising revenues -- a huge chunk of the total online ad spending of $26 billion.
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