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Google, Yahoo!, and Microsoft Battle It Out for More than Search Online

Image of Ned May

Author: Ned May, Director & Lead Analyst

This report makes a case for why content publishers need to carefully track Google, Yahoo!, and Microsoft (GYM). It updates our report, “Bulking Up At the GYM: How Publishers and Information Providers Can Work with Google, Yahoo!, and MSN” (February 2, 2006). At that time, Google was breaking away from the pack, driven entirely by its success with search. As the run on web search continues to slow, we make a case that the next battleground will be in display advertising. This report examines all three players again to determine who is best positioned for this area of growth so that content providers know what to expect and how to partner with each company as the next opportunity unfolds. This report:
- Examines the GYM companies’ online businesses in detail, and looks at ways publishers can work with them;
- Proposes steps publishers can take to minimize the GYM companies’ impact on their own core businesses;
- Examines the competitive landscape and looks in-depth at each company “by the numbers”;
- Analyzes what’s in store for the GYM companies in 2009 and beyond;
- Lists essential actions for publishers in their interactions with GYM.


Pub Date: February 23, 2009
Type: Company AnalyAsis
Segment: SAS
Keywords: Advertising-Display Ads, Company Profile, Search, Search, Strategy
Pages: 28
Format: PDF Application_pdf

We provide a link to download a PDF at the end of the purchase process.

Table of Contents

  • Why These Companies?
    1. Methodology
  • Google, Yahoo!, and Microsoft – Their Impact on Publishing
    1. Keyword Search Advertising Defined the Last Battle of Online Advertising
    2. The Next Battlegrounds All Point to Display
  • Background and Mission of Each of the GYM Companies
    1. Google
    2. Yahoo!
    3. Microsoft’s Online Services Business
  • The Competitive Landscape - The GYM Companies by the Numbers
    1. Google by the Numbers
    2. Yahoo! by the Numbers
    3. Microsoft by the Numbers
    4. Historical Revenue Growth across the GYM Companies
  • The GYM Companies in 2009 and Beyond
    1. The GYM Companies’ Key Assets and Competencies
    2. What is Driving the GYM Companies’ Outlook and Strategy Decisions?
    3. The GYM Companies’ Internal Product Efforts and Focus
    4. The GYM Companies’ Merger and Acquisition Strategies
    5. Unique Challenges and Opportunities of the GYM Companies
  • Essential Actions
  • Related Research

    • Tables & Figures

  • Figure 1. Google’s Total Revenue, Year-Over-Year Growth by Quarter, 2005-2009(F)
  • Figure 2. GYM Company Revenue by Type for Calendar Year 2008 ($B)
  • Figure 3. Google’s Revenue Estimated By Location of Advertising for Calendar Year 2008 ($B)
  • Figure 4. Google’s Revenue Estimated By Type of Advertising for Calendar Year 2008 ($B)
  • Figure 5. Yahoo!’s Revenue Estimated By Location of Advertising for Calendar Year 2008 ($B)
  • Figure 6. Yahoo!’s Revenue Estimated By Type of Advertising for Calendar Year 2008 ($B)
  • Figure 7. Microsoft OSB’s Estimated Revenue by Location of Advertising for Calendar Year 2008 ($B)
  • Figure 8. Microsoft OSB’s Estimated Revenue by Type of Advertising for Calendar Year 2008 ($B)
  • Figure 9. Google’s Year-Over-Year Growth per Quarter across its Own and Affiliate Sites, 2005-2008
  • Figure 10. Yahoo’s Year-Over-Year Growth per Quarter across its Own and Affiliate Sites, 2007-2008
  • Figure 11. Microsoft OSB’s Year-Over-Year Growth per Quarter for Advertising and Internet Access, 2007-2008

Companies Mentioned

  1. Google, Inc.
  2. Microsoft Corporation
  3. Yahoo! Inc.