Just prior to SEMPO releasing its study on the search marketing industry, Jupiter came out with its own research. It too found that almost a third - 31 percent - of marketers use an agency to manage search campaigns, but that those that do so spend far more than those that do not. As a percentage of search marketing budgets, more than half - 51 percent - goes through agencies. Jupiter's analysts perceive a widening gap between sophisticated search marketers and unsophisticated ones, with the more sophisticated ones on their way to dominating the industry. The Jupiter analysis goes on to review specific search firms.