The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Yahoo and Bing received 14% and 10%, respectively.
Microsoft Corp.’s Bing Internet search platform began providing search results on Yahoo Inc. sites the last week of August. That week, Bing-powered searches garnered a 24.6% share of the search market, says Experian Hitwise, which measures Internet traffic.
Google continued to dominate the search market in August with 71.6% of the share, down slightly from 71.4% in July. Yahoo’s share declined slightly to 14.3%, from 14.4% in July. Bing’s month over month share was flat at 9.9%.
The percentage of clicks from Bing to shopping sites grew 64.7% year over year, from 1.7% to 2.8%. Google’s percentage grew 7.5%, from 18.7% to 20.1%, while Yahoo’s percentage was flat at 4.0%.
Experian also found that longer search queries—those five to eight words long—decreased 2% month over month in August. The most popular searches were two-word queries, such as “Gap slacks,” which comprised 23.7% of all searches.