Google’s future beyond advertising is starting to become clearer

Mike Murphy | July 26, 2019

Alphabet’s cash cow has always been Google, and Google’s largest revenue driver has always been, by far, advertising. As Alphabet reported its second-quarter earnings today (July 25), some signs of weariness for its tried-and-testing revenue stream are beginning to emerge. Alphabet reported $32.6 billion in revenue from Google’s advertising business, a jump of about 16% over the same period last year. But the cost of getting that revenue, which Google refers to as traffic acquisition costs (TAC), continues to be an issue. TAC for the quarter was $7.24 billion roughly 12% more than it was in the same quarter last year and accounted for 22% of Google’s ad revenue.

Spotlight

It's interesting to see how advertising has evolved overtime.

Spotlight

It's interesting to see how advertising has evolved overtime.

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Mediavine Announces Partnership with the Ad Council in Support of Five Public Service Announcement

Mediavine | December 14, 2020

Mediavine, the biggest exclusive ad management company in the U.S., is satisfied to announce a partnership with the Ad Council in the help of five public service announcement (PSA) campaigns for an assortment of social causes straightforwardly connected to charitable organizations. The PSAs will be accessible for Mediavine's large publisher base to donate unused advertisement space by occupying the space with tailored cause-explicit creatives. Mediavine selected the following causes, resounding with its group and publishers, from the Ad Council's generous rundown of decisions: high blood pressure with American Heart Association, teen suicide prevention with Seize the Awkward, Alzheimer's awareness with the Alzheimer's Association, empowering girls in STEM with She Can STEM, and texting and driving avoidance with the National Highway Traffic Safety Administration (NHTSA). Visitors of Mediavine's ±8,000 publisher sites will see the custom PSAs with the capacity to directly visit the campaigns' sites for additional information.

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IBM Watson Advertising Brings AI-Driven Weather Analytics to AWS Data Exchange

IBM | January 11, 2022

IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on AWS Data Exchange, an Amazon Web Services (AWS) platform. The AWS Data Exchange allows businesses to easily find and subscribe to third-party data in the cloud. Providing data from the world's most accurate weather forecaster1, IBM Watson Advertising's Weather Analytics harness the relationship between weather and consumer behavior using artificial intelligence to extract deep insights to help businesses make more confident, data-driven and insightful enterprise decisions. The weather datasets can help analyze how weather affects consumer purchasing across different categories such as pharmaceuticals, apparel, consumer packaged goods and indoor and outdoor activities. Local data by ZIP code including historical weather data, 15-day forecast weather data, and relative data such as hot, cold, windy and other conditions could also be used to help inform campaigns, supply chain and forecasting decisions. This data can even help surface unique or non-obvious relationships between weather and consumer behavior. We know that weather can impact nearly everything in daily life -- how we feel, what we do, even what we buy. This expanded relationship with AWS gives more businesses access to the weather data that can drive consumer behavior and purchasing. We are committed to opening up our insights and technology to a broad set of organizations, and giving more companies access to what we know can be growth- and efficiency-driving data and tech." Sheri Bachstein, Chief Executive Officer at The Weather Company and General Manager of IBM Watson Advertising. Insights that show locations where weather could affect sales can help businesses drive revenue based on predictive consumer behavior. According to past IBM Watson Advertising research, data revealed that while chocolate candy bar sales generally go up in colder months across the U.S., sales can spike in the Southwest when a higher heat index is expected, and in the Northeast during muggy nights. In another example, while more bug spray is purchased during the summer months, foggy conditions in the Northwest can drive more sales while clear conditions can drive demand in central states. AWS Data Exchange helps make it easy to find, subscribe to, and use third-party data from providers in the cloud. Subscribers can use the AWS console or APIs to load IBM Watson Advertising solutions into a wide variety of AWS analytics and machine learning services. This is the latest example of how IBM is building together with ecosystem partners of all types to create solutions for developers to address the needs of the hybrid cloud era. IBM is committed to a $1 billion investment in its partner ecosystem over the next three years. This investment is already being utilized to support a coalition of enterprises that are helping customers migrate their mission-critical workloads using IBM's open hybrid cloud architecture. About IBM Watson Watson is IBM's AI technology for business, helping organizations to better predict and shape future outcomes, automate complex processes, and optimize employees' time. Watson has evolved from an IBM Research project, to experimentation, to a scaled, open set of products that run anywhere. With more than 40,000 client engagements, Watson is being applied by leading global brands across a variety of industries to transform how people work.

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Numerator Introduces Paid Social Media and Streaming ads in the form of Ad-Supported Video On-Demand Monitoring

Numerator | January 15, 2021

Numerator, a data and tech organization serving the statistical surveying industry, has presented Paid Social Media and streaming ads as Ad-Supported Video On-Demand (AVOD) observing through Numerator Ad Intel. Numerator Ad Intel will presently write about 24 media channels with the two new augmentations - giving insight into innovative and ad spend. "Marketers deserve data and products that allow them to quickly cut through the noise and understand a complete view of the market," said Amy Fitzgerald, SVP of Strategy, Numerator. "These two new channels complement our large proprietary data sets, allowing us to quickly add additional context for our customers." Paid Social Media advertising data centers around versatile inclusion that incorporates advertising creatives, media spend data and impressions. The paid social portable data is being sourced through another organization with Pathmatics, a showcasing insight stage, and incorporates Facebook Mobile, Twitter and Instagram. Paid desktop data and spend displaying will be made accessible through exclusive Numerator technology. "Paid social media advertising has become a core way for brands to reach on-the-go Americans, even during the pandemic as platform use skyrockets," said Gabe Gottlieb, CEO, Pathmatics. "Marketers deserve a holistic, transparent view into the digital ad world, and our new partnership with Numerator will help enable this so that marketing teams feel continuously supported and knowledgeable about the campaigns they run."

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