MUMBAI: Nielsen//NetRatings, which provides data on Internet media has announced that the number of sponsored link advertising impressions on the Google and Yahoo! ad platforms grew 16 per cent, from 55.4 billion to 64.3 billion, between August 2005 and January 2006.

This accounts for sponsored link impressions not only on the Google and Yahoo! Web sites, but also in their respective search and contextual advertising networks.

Nielsen//NetRatings chief analyst Ken Cassar says, "Despite the overwhelming market share that Google and Yahoo! search enjoy, they continue to see strong growth in the volume of sponsored links. While Google, in particular, seeks to diversify its revenue, it is a positive sign that its core search advertising business remains robust."

Although Google had more sponsored link impressions in January, Yahoo! is gaining ground. During the last six months, Yahoo's sponsored links have grown 21 per cent to 23.2 billion, while Google's have grown 14 per cent to 41.1 billion

eBay is the primary sponsored link advertiser on both sites. eBay's Shopping.com is Google's No. 2 sponsored link advertiser, followed by Local.com, Target Stores and Expedia, respectively. Shopping.com is also Yahoo's number two sponsored link advertiser, followed by the University of Phoenix, Lending Tree and Target Stores, respectively.

"E-commerce advertisers, eBay chief among them, represent the top advertisers on both Yahoo! and Google. It is becoming increasingly clear that sponsored link advertising is a necessary cost of doing business for e-commerce companies" Cassar adds.

NetRatings delivers leading Internet media and market research solutions, marketed globally under the Nielsen//NetRatings brand. With high quality, technology-driven products and services, Nielsen//NetRatings claims to be the global standard for Internet audience measurement and premier source for online advertising intelligence, enabling clients to make informed business decisions regarding their Internet and digital strategies.

The Nielsen//NetRatings portfolio includes panel-based and site-centric Internet audience measurement services, online advertising intelligence, user lifestyle and demographic data, e-commerce and transactionmetrics, and custom data, research and analysis.