Peter Kafka

Recent Posts by Peter Kafka

Search Ads + Your Phone = Google

If you’re looking at at a search ad on your phone, there’s a chance, statistically speaking, that it’s from someone other than Google.

But it’s a very, very small chance. Not much more than three percent, per this chart from Macquarie Group, using data from Efficient Frontier:

And this chart understates Google’s dominance in mobile search ads, because it only tracks advertisers who are spending on both Google and the Yahoo/Microsoft JV. Yahoo/Bing’s true market share, according to Efficient Frontier, is closer to one percent.

Greg Sterling at Search Engine Land does some back-of-the-envelope math and concludes that will give Google about $1.1 billion in mobile search revenue by the end of the year. Which syncs up directionally, at least with Google’s boast that it was on a $1 billion run rate for all mobile ad revenue last fall.


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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik