Google Bests Yahoo in Display

Builds market share via sales to small, medium-size businesses

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For 16 years, Yahoo has quietly maintained its position as the No. 1 player in display advertising, thanks in part to big deals with big brands. That is, until this week, when Google took the lead.

In the first quarter, Google Display Network’s revenue share surged to 14.7 percent, besting Yahoo by 2.4 percent, according to a IDC. The jump is driven by Google’s push toward small and medium-size company display buys, IDC reports. Meaning Google and Yahoo (which has always been stronger with the big brands) aren't directly competing for display revenue .

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