As Internet search-engine technology continues to evolve, so does the exploitation of that technology for commercial purposes. Indeed, market leader Google has capitalized enormously on its “build it, provide it for free, and monetize on advertising” business model.
How large is Google and its search-engine advertising business? For the time period of October to December 2010, Google accounted for 91 percent of the search-engine share, distantly followed by Yahoo! (4 percent) and Bing (3 percent). According to Google, its keyword advertising program, AdWords, accounted for $28 billion in revenue in 2010. Not only is AdWords Google’s most significant source of revenue, but the advertising program has proven to be a valuable tool for many businesses that advertise online. The AdWords advertising program, however, has not been without legal controversy.
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