New pieces of research separately released by Experian Marketing Services and the Festival of Media Global shed some light on the concentration of search click activity, with some intriguing results. Based on an analysis of activity on PCs only, Experian’s latest Digital Marketer Report suggest that clicks are more highly concentrated for organic than paid search, though AdGooroo data indicates that the vast majority of paid search activity is in fact concentrated in the hands of a small group of advertisers. Read the rest at MarketingCharts.
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