Executive Summary (This is a document excerpt)

Going into its IPO, Google looks unstoppable. But there are limits to Google's ambition for ubiquitous search — and ways for portals and technology companies to gain an advantage. Over the next few years, search will be fought on three battlegrounds — structured search, portal integration, and advertiser sign-ups. Google will cede the first two to Microsoft and Yahoo!. The firm will maintain its position as a general search utility and will become an effective — and lucrative — ad network.

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