When it comes to search, Google is number one. That’s never been up for debate (Google is a verb, after all). The infrastructure and overhead costs required to run a search engine are so immense that Microsoft and Yahoo decided to join forces, merging their search networks into Bing. And when Bing first came on the scene, some observers hoped the Google monopoly over search would finally be challenged. That never quite happened, although Bing has made a dent in Google’s traffic.
Of course, what the average consumer doesn’t realize is that Google isn’t really a search engine. It’s a gigantic advertising platform, and the same is true for Bing. And while your favorite w