History Says Google's Dominance Won't Last
Google's "dominance" is estimated to be 25 percent of total online ad revenue this year. Let's be clear: Google dominates one facet of Internet advertising--text-based search and contextual, the accelerated growth of which is unsustainable forever.
Even in search, is it possible for Google to maintain its dominance? Net history says no. Microsoft's Internet Explorer eventually crushed Netscape; Yahoo eclipsed AOL as a portal, and then tried to move into search, eventually losing out to Google. Now, Yahoo is losing out on ad revenue as social networks and other content providers rise. What does any of this have to do with Google? Maybe nothing. But time shows that history tends to repeat itself.