Yahoo! has closed the gap on Google's 2006 revenue from online advertising because it keeps a greater proportion of advertising spend, according to soon-to-be-published data.
Revealing contents of an imminent report into portal site economics, Jupiter Research analyst David Card said market share at the big four broke down as follows in 2006:-
- Google - 17%
- Yahoo! - 16%
- AOL - 8%
- MSN - 7%
- All others - 52%
Jupiter's figures are based on ad revenue after payments issued to advertising partners, suggesting Yahoo! holds on to a greater proportion of search marketing spend.
Earlier eMarketer figures that did not account for these so-called "traffic acquisition costs" had placed Google's revenue share way ahead of Yahoo!'s at 25.3% against 18%.
And latest figures published by eMarketer yesterday using the same calculations project that lead will extend still further by year's end...
- Google - 32.1%
- Yahoo! - 18.7%
- AOL - 9.1%
- MSN - 6.8%
... meaning the big four portals make up 66.6% of the total online advertising sector revenue, while the leader gobbles up a third.