ReadWriteWeb has an article claiming that the way to beat Google is by having a better ad platform (via Matt Asay ).
It says that "the company that can corner the mobile web ad market is going to be able to go toe-to-toe with Google." This is getting things completely backwards.
Google doesn't dominate the search engine market because it has the best advertising platform. It dominates the advertising market because it has the best search platform.
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