Wednesday December 13, 2006 22:29

Daum runs Google’s Adwords

Posted by Channy Yun

The, South Korea’s second largest portal, is going to be going with Google when their contract expires with Yahoo (Overture) in January. Some are even making prediction of M&A between the two with rumor that Daum Communications could end its business ties with Overture in the advertisements business. Meanwhile, on 9th, Google spoke that Namu Communications, a 100% Daum invested subsidiary as their official Korean reseller of Google’s Adwords.

The Korean search market is over $600 million and Overture has over 90% market share with Google departed later. There are so small advertise providers contracted with Google such as Empas and Chosunilbo. In fact, Daum has used Google’s web page search services since 2003. But, many Korean prefer to integrated search results of internal database in portal site such as user’s Q&A, news media, forums and blogs rather than web search. So the market focused on Naver, Daum and Yahoo!

So most of small advertisers has been crowed in Overture. It’s known that Google cannot help choosing Daum against Overture and suggested remunerative terms to Daum. It’s key point how many advertiser choose Google and Daum from Overture.

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