Google’s search business might not be as water-tight as people think it is – Lara O’Reilly

For every moonshot Google (now known as Alphabet) launches — self-driving cars, Glass, Loon — search is still the bedrock of its business.

Just under 90% of Google’s total revenues in 2014 came from advertising, of which the majority was generated by search ads. Overall, paid search represents $70 billion, or 48%, of the $145 billion global digital ad market, according to eMarketer. Google dominates the overall search landscape, with 63.8% of the US desktop search traffic in August 2015, according to comScore. Its next nearest competitor is Microsoft’s Bing, which has a 20.6% share.

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