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FutureNow Post
Wednesday, Jul. 18, 2007 at 7:30 am

Just How Dominant is Google?

By Jeffrey Eisenberg
July 18th, 2007

gorilla_bananas.jpgWhile reading “Will The FTC Block Google’s Acquisition Of DoubleClick?” on TechCrunch, I found this interesting analysis from Scott Cleland, who’s published Googleopoly: The Google-DoubleClick Anti-Competitive Case.

To equal Google-DoubleClick’s level of market concentration in the intermediary online advertising market, one single financial services company would have to own:

  • The top 15 Wall Street banks/asset managers;
  • ~60% of the hedge fund and private equity industries;
  • The New York and London Stock Exchanges;
  • The two leading providers of financial analytical tools: Bloomberg and Factset;
  • Two of the three national providers of credit profiles: Experian and Equifax; and
  • ~60% of the Federal Reserve’s and U.S. Census Bureau’s raw market and consumer data. [read the full Techcrunch post by Duncan Riley ]

Obviously, Cleland has an agenda and is opposed to the merger. Still, his analysis, while far from perfect, does show how Google’s become the 800 lb gorilla of online advertising. I disagree with his analogy to the financial industry because ad dollars are much more fickle than the financial assets he’s comparing them to, and he’s comparing equity to revenue.

What do you think of this comparison? Has Google become that powerful?

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Comments (6)

  1. [...] Just How Dominant is Google?on the TechcrunchblogI found this interesting analysis from Scott Cleland, who has published Googleopoly: the Google-DoubleClick Anti-Competitive Case . To equal Google-DoubleClick s level of market concentration in the intermediary… [...]

  2. [...] so, you may want to subscribe to the FathomSEO RSS feed. Thanks for visiting!Jeffrey Eisenberg of Grokdotcom asks the question… Just how dominant is Google? He quotes a piece from Techcrunch. To equal [...]

  3. I would like to know about the SEMPO courses are beneficial
    or not. I am a Google Adword Professional & having experience in
    creating Campaign and Keyword Research. In fact I am an MBA from India, Pune. What are the benefit i will get from SEMPO course. Even it is costly for who are beginners in this field.
    Thanks & Regards
    Praveen Pandey
    India, Pune
    +91 9823296501

  4. I am agree to the point touched upon. In fact Google is de facto leader of in its target customer groiup. EU has sanctioned $165 Million in a search Engine Marketing Project & may cross in the technology of Google, so in this world is not unvulnerable.
    Praveen Pandey
    Search Engine Marketer
    India, Pune
    +91 98232 96501

  5. Google is Skynet of the web, and I love it.

  6. [...] Eisenberg of Grokdotcom asks the question… Just how dominant is Google? He quotes a piece from Techcrunch. To equal [...]

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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