Google’s Ad Sense and Google-owned DoubleClick together now account for 57% of total ad server market share, while both Microsoft and Yahoo lost significant share since March and together make up only 15% of the ad server market, according to an analysis by Attributor.
The increase in new ad networks in 2008 had a slight impact on the market, but only one newcomer – Revenue Science- broke into the top five, attributor said. Google’s AdSense is dominant on smaller sites while DoubleClick leads on larger sites. AdSense did, however, made great strides on larger sites, and leapfrogged Yahoo into second place since March.
Additional findings from the analysis:
About the research: Attributor analyzed the ad server calls across 75 million domains as part of its October 2008 crawling operations. The data was then combined with compete.com’s October 2008 traffic data and its vertical site category classification to provide the unique user and content category breakdowns. Each share total represents the sum of all ad networks owned by each company, with Google as the exception in which DoubleClick and AdSense are displayed separately. For example, Atlas DMT share is counted within Microsoft share numbers and Advertising.com is included in AOL share numbers. On 12/19/08 Attributor determined it was not detecting the share for OpenX correctly and is working to fix the problem for its next release.
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