MSFT) Bing and Yahoo! ( YHOO) are set up to collect data too, although Google is much better at the entire process.
As I stated previously, Google isn't the only beneficiary. Online and retail sellers from Wal-Mart ( WMT) to the smallest Web sites depend on the efficiency of Google's ad placement algorithms to keep their marketing costs as low as possible. This is especially true for small businesses that don't have the resources to target ads in house. Follow @RobertWeinstein This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.