Size matters and the image of David with the head of Goliath is much more the exception than the rule.
The search market which is estimated to be worth over $80 billion dollars is dominated by Google at over 65% with Bing, Baidu and Yahoo all under 20%.
New privacy centric search engines DuckDuckGo (USA), Oscobo (UK) and Hulbee (Europe) have decided that consumers want to search anonymously and are not OK with the level of data harvesting that is going on.
A very interesting proposition that requires a high degree of trust from consumers but in the case of DuckDuckGo has seen 600% traffic growth over the last year.
With the rapid growth of ad blockers and the possibility that consumers will start to protect & value personal data more carefully there will be some adjustments needed to ad funded online models.