Search made up 31 percent of the $735 million in media billings in 2007 by Microsoft-owned Avenue A | Razorfish, second only to ads on vertical sites at 39 percent of spending, according to Jeff Lanctot, senior VP of Global Media, who published details of the agency's spending in the latest Digital Outlook Report. That's up from search's 28-percent share of billings in 2006.
Search, at $227.8 million, and verticals, at $286.6 million, were the big winners last year, while the agency's media spending slowed in both portals, at $139.6 million, and ad networks, at $80.8 million.
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