Google's next generation of online advertising

A report by an interactive advertising agency and PricewaterhouseCoopers found that in 2006, keyword advertising accounted for 40% of the online advertising market, maintaining a dominant position. However, this was a 1% decrease compared to 2005, indicating a slowdown in the growth rate of keyword advertising. Although Google continues to improve the efficiency of its keyword ads, this advertising model is still going through some growing pains. Therefore, Google's acquisition of DoubleClick represents its intention to gain a share in the display advertising sector, thereby reinforcing its dominant position in the online advertising field. Meanwhile, Google is also developing the next generation of ad systems to expand its advertising territory and generate more ad revenue.