Google is still the dominant player in the global search engine marketing sector, according to a new report from AdGooRoo.
The research firm said that Google held 80.9 per cent of the pay-per-click advertising market at the end of December, with Yahoo! taking a 19.4 per cent share and Live Search 16.4 per cent, Silicon Alley Insider reports.
Overall, Yahoo! saw its share of search advertisers fall in the last three months of 2008, while Live Search experienced a significant increase.
The average number of ads that Google displayed on its first page of search results for each keyword rose by 58 per cent in the fourth quarter compared with the previous three months, with Live Search seeing 42.3 per cent growth and Yahoo! 8.8 per cent, according to Information Week.
AdGooRoo said that should Microsoft acquire Yahoo!, Live Search would see the number of large advertisers in its network rise by 157 per cent, which could "have a dramatic effect on network costs-per-click".
According to Nielsen Online, Google accounted for 64.1 per cent of all US searches in November.