Google is very unique. They get half of the ad market because they power search for so many people.
Advertising is about matching up your intent with what the advertiser is selling, and there's no clearer signal of this than what you type into a search bar because you're letting Google know exactly what you're looking for at that moment.
While Google does have a big ad network for banners and text ads across the web, their search ads are very well targeted by your search queries in addition to all the profile information they have about you. This gives them an amazing ad platform that works very well for pretty much all of their clients.
The only other company that comes close today is Facebook which works by mining all the data that is shared and estimating intent through your likes, updates and interactions.
Advertising is about matching up your intent with what the advertiser is selling, and there's no clearer signal of this than what you type into a search bar because you're letting Google know exactly what you're looking for at that moment.
While Google does have a big ad network for banners and text ads across the web, their search ads are very well targeted by your search queries in addition to all the profile information they have about you. This gives them an amazing ad platform that works very well for pretty much all of their clients.
The only other company that comes close today is Facebook which works by mining all the data that is shared and estimating intent through your likes, updates and interactions.