Google and Doubleclick Rule Online Ad Market

Zoiks! According to a new study released by Attributor, Google and DoubleClick control a whopping 69% of the interactive advertising market. Google, which recently acquired online ad service DoubleClick, controlled 34% of the market in January and DoubleClick snagged about 35% of the share.

Yahoo gathered about 12%, Microsoft snatched 10% and AOL plodded along with 5% of the market.

DoubleClick and Google will compliment each other in terms of the types of consumers they hit. DoubleClick has a 48% share of sites with more than 1 million monthly unique users (three times more than second-place Yahoo); Google has a 71% share of sites with less than 100,000 monthly unique users (eight times more than second-place Microsoft).

Attributor gathered its data by analyzing ad-server calls across 68 million domains captured from their January crawling programs. Their findings were added to Compete’s January unique user data.