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In 2004, on-line advertisement spending was growing globally and accounted for 49% of total revenues of consumer advertisers. Some analysts predicted that this would rise to $7 billion by 2007. Yahoo! and Google were in the middle of a fight for advertisement dollars. While for Yahoo!, advertising accounted for nearly 75% of its revenues, advertisers loved Google too. Googles barebones advertisement format drove click-through rates several times. Yahoo! boasted a diverse on-line advertisement portfolio not only selling advertisements next to search results but also doing big business with so-called ''branded ads''. Google, by contrast, confined itself almost entirely to contextual search-based advertising. The case attempts to present the strategies employed by these firms to be one up on the other as Internet advertising matured.