Main Search Engines
The main players in search engine advertising are Google, Yahoo and Microsoft. The latest data from Comscore show that Google has 66% of the search market in the US, with Microsoft at 15% and Yahoo at 14%. Yahoo and Microsoft have now combined their advertising platforms to provide a greater share of the search market to its advertisers.
There is no doubt that Google is the largest search provider worldwide, with country-specific data centers allowing advertisers to target their advertising in specific countries and, in some cases, specific geographical areas within those countries.
Advertising on a search platform is sold through an auction system which allows advertisers to bid on advertising slots that appear along with search results when specific search phrases related to their products or services are used by searchers.