[ricardo81]

>This isn't the reason they are making 100s of billions a year.

I do believe that the 're-targeting' Google can afford by having their assets on the majority of sites helps them maximise CPM, which would certainly be a problem for any alternate search engine who isn't interested in tracking people around the web/net. I can't remember specific figures but noted in the UK CMA report that Google generally makes twice as much as Bing on search ads (and worth bearing in mind that much of the rest of the entrants are essentially Bing meta search engines in the West)

But I agree they're certainly considered the best at search in many ways, though the increased CPM they make allows them to be made the default search engine of choice on most devices.

Becomes a bit of a chicken and egg problem when the most prominent search engine can reinforce its position as one.

[impulser_]

I'm not sure on how Bing ads work, but I think Google makes more because they are better at targeting and with limited space and high demand you get higher pricing.

Facebook and Google are really the only two ad platforms that I know off that you can really target ads to the people you want and you can build ads around those you are targeting instead of making generic ads like you see on other platform and TV.