Dive Brief: 

• Ad Age DataCenter released a ranking with AdGooroo that ranked the top Google search advertisers of 2013 and a surprising company came out on top: Amazon. 
• The rivalry between Google and Amazon has been growing as Amazon increased sales of search ads on its own and other sites. 
• Amazon still has a big gap to close yet if it's going to knock out Google — the online retail giant is on track to cross $1 billion in search ads this year while just Google's top 25 spent $1.34 billion last year. 

Dive Insight: 

While Amazon has put itself into the same search ad category as Google, Google is still the champ. Amazon has built its empire as an online retailer, which is a business that depends on Google search ads to survive.