Google tipped to overtake Yahoo to become king of display advertising in 2012

Leading specialist search and social marketing agency, Greenlight, expects search giant Google to overtake Yahoo and become king of display advertising by the end of the year.

Greenlight also predicts 2012 will be will be the year of social link building and that social media sites will take on a multi-faceted identity. These alongside others from Yahoo, Google and Microsoft, are some of the firm's predictions in the latest quarterly edition of Greenlight's monthly magazine which accompanies the firm's independent research.

Paid sarch – Google will overtake Yahoo to become king of display
2011 was a busy year for the sarch idustry with Google acquiring Invite Media and Teracent.

In early December, Google officially launched its DoubleClick Search V3 platform – DS3 – a bid management programme which combines Yahoo and MSN into an AdWords type interface.

Google is making significant investment in the DoubleClick platform, specifically DoubleClick for Advertisers (DFA) and the Exchange.  So will online advertisers really need to invest elsewhere when Google is pretty much geared up to be the one-stop-shop?''

''Google's noteworthy acquisitions and investments in 2011 combined with the mighty AdWords suggest that by the end of 2012, not only will 90 per cent of advertisers' Search budgets be in AdWords, but also that this trend is set for display,'' says Hannah Kimuyu, Paid Media Director, Greenlight.