In the span of about six months, generative AI has burst onto the scene just as Google’s growth has started to plateau. With retail media and social networks also competing for search advertising dollars, brands face a more diverse search landscape than ever before.
Key Question: Which players will see the biggest gains in search ad spending over the next few years?
KEY STAT: Microsoft’s US search ad revenues will grow more than three times as fast as Google’s this year, and by 2025, Microsoft’s share of the nonretail search ad market will be nearly 9%.
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