Are Portal’s really Google’s answer?

Google’s application for a content licence should also be linked with another element – the push for portals.

With Sina.com‘s (pronounced seena) alliance with Google.  What used to be the most popular website in China has teemed up with China’s Number 2 search engine.  Pretty much like the Yahoo!-Microsoft deal that wasn’t.

It is an AdSense deal, and a good deal for Google.  However Google makes its cash over here on search as AdSense is a poor return for many smaller and less savvy advertisers (although Sina.com is hardly likely to get into click fraud).

Google can make money by focussing on matching its adverts, which it does better than Baidu, rather than using its not so good AdSense technology.

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