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Top Four Portals' Ad Revenues to Weather Rough Economy in '08

Google's strong financial results for Q1 2008 — including a 33 percent growth in net US advertising revenues — confirms projections that the "Big Four" internet portals will weather much-hyped economic turmoil, says eMarketer, writes MarketingCharts .

Google will record a 32 percent growth rate in online ad revenue in '08, eMarketer projects:

emarketer-top-4-portal-us-advertising-revenue-growth-2005-2008.jpg

Even as MSN's net revenue growth in the US reached 24 percent in 2007 and will nearly repeat at 22.4 percent this year, its costs for acquiring that revenue reduced net profits, said David Hallerman, senior analyst and author of the report "US Online Advertising: Resilient in a Rough Economy."

Growth at Yahoo is expected to be at 7.9 percent in 2008, down from nearly 12 percent in 2007, and AOL's online ad revenue growth in '08 is forecast to be 9.6 percent.

Combined, the growth rate of all four top portals is expected to be nearly 22 percent.

"Google is effectively jacking up the averages. Meanwhile, AOL and Yahoo are working hard just to keep up," Hallerman said.

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