We know, that Google have been serving display ads on other sites for years with their DoubleClick acquisition helping them to do so. As well as this, we also know that 3rd party display ads are only making a small contribution to the bottom line (approximately 15 cents on the dollar).
This means that Google has always been surrounded with the question would they place display adverts on its own sites. Good approximations here would see that by doing so Google could easily increase its annual revenue by at least $1.5 Billion and with the online advertising industry growing as expect this could be around $3 Billion within a few years.
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http://www.profitbaron.com/2008/05/09/google-plans-to-run-display-ads-with-image-search-results/
