Paid Search Playing Field Narrows

Paid search is the cornerstone of U.S. online advertising, accounting for over 40% of the $19.5 billion spent advertising online in 2007. But the U.S. search market is highly concentrated. The bulk of revenue goes to two companies: Google and Yahoo!. Their collective share of search advertising spending will rise from 73.8% in 2006 to over 90% this year.

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