Google could take 75 per cent of all revenue generated from search engine marketing in the US this year, according to one research firm.

A new study by eMarketer suggests that the search engine giant will generate net revenue of $6.27 billion (£3.13 billion) in 2007 on account of it attracting more traffic than its rivals and monetising user clicks more successfully.

In terms of online advertising, eMarketer forecasts a growth in display ads and a slowing in search marketing. Display advertising is predicted to become a $3.9 market, though growth in search marketing could slow to 18.9 per cent from 30 per cent in 2004.

However, David Hallerman, senior analyst with eMarketer, put the deceleration into focus.

"That paid search is barely growing obscures the enormous sums going to this advertising format," he argued.

"US spending on search advertising will rise by more than $3.2 billion from 2006 to 2008 alone."

Meanwhile, comScore and NetRatings have responded to the Interactive Advertising Bureau’s calls for an audit of their processes by asserting the transparency of their services, Research Magazine reports.

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