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The sultan of search (that would be Google, in case there was any doubt) continues to stuff its pockets with more advertising dollars, and if iSuppli's numbers are right, Google just expanded its lead in the search advertising market.
Google will soon release its fourth quarter and full-year earnings reports, and based on the results for the first three quarters of 2010, iSuppli estimates Google's full-year search revenue to be around $25.4 billion. That's a more than 20 percent increase over 2009. Perhaps more importantly, that means Google would have increased its market share lead by claiming an 83 percent stake, up from 81 percent in 2009.
"With the arrival of Microsoft’s Bing and rising competitive obstacles in fast-growing regions including China, Russia and South Korea, 2010 seemed like it might be the year that Google would surrender some of its dominance in the global search advertising market," said Vincent Létang, senior analyst and head of advertising research for IHS. "However, even amid these challenges, Google managed to outgrow the overall market. What makes Google’s outperformance even more impressive is that it came during a year when the overall market revenue rose at an impressive double-digit percentage following a slowdown in 2009."
Impressive indeed. According to iSuppli, the global search advertising market was worth $30.4 billion in 2010, leaving less than $5 billion for any company not named Google.