South Korea has one of the largest internet markets in the world, with over 37 million users. The two dominant search engines are Naver and Daum, which together account for nearly 90% of the market. Search results on these engines are heavily biased towards paid listings and the engines' own content. Non-Korean search engines like Google have struggled to gain significant market share. To be successful in South Korea, search engines and advertisers need to understand users' preference for blended search results and pay-to-play strategies over relevance-based algorithms. Social networks have also been more successfully monetized in South Korea than in Western markets.