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Advertising revenues increased for Google, Facebook and Amazon in 2020 as these three companies took over 50% of total ad revenues in 2020. Large companies shifted more ad spending from television and print media to digital in the pandemic after finding the return on ad spending was increasing on digital. Smaller companies including the jump in startup companies increasing from 300,000 a month over the decade to 500,000 by July 2020, put all their ad dollars into digital. The result is that the pandemic has given the 3 digital companies a dominant role in the advertising economy. More time spent in front of computer screens, more ec-commerce, new business formation, and tech companies ability to steadily increase return on ad investment, has produced strong revenue generation. The pandemic had the effect of increasing retail purchases online from 10% to 16% in the second quarter of 2020. Biscuit maker Mondelez found that return on ad spending was 25% higher on digital compared to television and now spends about half of its $1.1 billion ad budget on digital. Trendy garment makers are seeing returns on ad spending that are high with quadrupling of sales following a doubling of ad budget for active apparel maker Vuori of California. Small advertisers such as Vuori are the reason digital ad spending has remained strong for Google, Facebook and Amazon. For furniture maker Steelcase in Michigan the return on ad spending on digital using Amazon made up for the lack of sales from its brick stores. It increased online staff from 2 to 25 and was able to bring in $30 in sales dollars from $1 in digital ad spending. ...

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This WSJ report looks at the work of Sandberg in building up the advertising revenue part of Facebook. Ms Sandberg took many risks which were highlighted in WSJ investigations of Facebook. This showed the toxic effects on young girls mental health, on democratic processes, on an angrier discourse with algorithm changes to reverse falling user engagement. 

This period of social media growth, and tech growth at other companies such as Google and Apple, which turned into monopolistic behaviour has damaged America's social fabric. This period is now coming now coming to an end as America looks to the future to rebuild after decades in which its manufacturing was ceded to other countries with the loss of  manufacturing communities in America through actions of tech companies. And the growth of social media has disrupted the normal discourse and discussion in America.

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Yahoo CEO Marissa Mayer launched a series of acquisitions after becoming CEO in 2012. Tumblr was acquired for $1 billion. Yahoo has disclosed in a regulatory filing that it plans to write down the entire value of that acquisition. A number of other acquisitions have also failed to deliver value as Yahoo struggles in ad revenues- mobile ad revenues for Yahoo in the 1st quarter of 2016 were $250 million compared to $4.5 billion or 17 times that for Facebook. Yahoo has 200 million visitors each month, but its display ads are not strong on mobile and its mobile apps have not done well with users. As advertising shifted to mobile Yahoo stumbled badly. The failed acquisitions investment could have been better utilized in retaining talented mobile engineers, but Yahoo's CEO resorted to cost cutting when the strategy of looking at consumer trends for news content through digital magazine investments failed. As a result Yahoo suffered from slumping morale and a brain drain.

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Facebook's advertising revenue on mobile devices increased by 76% in the second quarter of 2013, from the prior quarter, to $656 million. Facebook's ad prices increased by 40% from the prior year in the U.S. and Canada, compared to overall ad price increases of 13%. Facebook operating profit margin is 31% in the second quarter compared to Google's 22%. Facebook's share price increased by 20% after the announcement of improvement in ad revenues.

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Activist investors such as Starboard Value hedge fund are pushing Yahoo to sell its Yahoo businesses and keep its investment in Yahoo Japan (35% stake valued at $8.6 billion) and Alibaba (16.5% stake valued at $35 billion). This would mean the sale of the Yahoo brand with 210 million visitors to its website each month. Yahoo's board has tried changing CEO's, and Marissa Mayer in office for 4 years has tried different strategies including acquisitions but failed to make a difference. Yahoo is not able to generate profits from its business the way Google and Facebook have done, and large investors are losing patience with Mayer. Mobile's importance has grown in recent years benefitting Facebook and Google but not Yahoo in generating more advertising revenues. Yahoo's content is seen as commoditized not commanding the advertising revenue of sites that help navigate the internet (Google) or social media sites (Facebook) that offer unique value to users.

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Facebook has invested heavily in proving that digital ads on Facebook are effective. Some of the research was done with Datalogix and other firms. About 60 ad campaigns were carefully tracked to show how consumers seeing ads on Facebook spend their dollars on products in brick and mortar stores. One ad with cuddly bears for Coca-Cola was more effective than ads on television, says CEO Sandberg. In addition to targeting users based on what users share in their Facebook profiles advertisers can now see the effects on sales. Facebook's vice president of measurements and insights, Brad Smallwood, says advertisers were given the first big report on how consumers acted after seeing ads in the real world. The results are most evident in digital advertising for mobile phones. Facebook has 6% of the $118 billion digital advertising global ad market compared to Google's 31%. The share in mobile is 18% in 2013, up from 5% in 2012. Facebook shares were up 14% or $7.55 to $61.08 on Jan. 30, 2014. Facebook's share price increased by 20% in July 2013 after a similiar announcement of improvement in mobile ad revenues. Facebook's IPO price was $38 in 2013....

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The merger between U.S. based Omnicom Group and France based Publicis Groupe SA, two of the largest ad agencies. The merger is a response to the increasing shift to digital advertising, the shift to advertising being sold in automated trading, and data driven analysis. In all these shifts digital companies such as Google and Facebook have strong advantages. Around 22% of global ad spending is now digital, according to emarketer, with forecasts showing this going up to 27% by 2017. Automated buying of ad space is taking off. U.S. advertisers are expected to spend $3.4 billion on real-time bidding. Omnicom's CEO, John Wren tells analysts: "Digital buying of media is done by machines, as if you are standing on the floor of the Nasdaq as opposed to traditional media shop. I hold the long term belief that eventually traditional media, or a lot of traditional media is going to be purchased that way." Just as computers have upended the environment for traditional players such as the NYSE creating new opportunities for Intercontinental Exchange (ICE), computers and the internet are changing the advertising environment. CEO Levy of Publicis Groupe SA says the data explosion, Big Data, is also creating a new playing field in which companies such as Google and Facebook have advantages. In a statement about the deal he says: "the communication and marketing landscape has undergone dramatic changes in recent years, including the exponential development of new media giants, the explosion of Big Data, blurring of roles of all players and profound changes in consumer behaviour." The merger will provide the new company the scale to develop these resources to compete with digital companies like Google and new entrants such as Salesforce.com and Adobe Systems. Omnicom has agencies BBDO, TBWA Worldwide, media buyer OMD. Publicis has Leo Burnett and Saatchi & Saatchi, media buyer Starcom MediaVest and digital agency Razorfish. The new Publicis Omnicom Group will have combined revenue of about $23 billion for 2012, and passes WPP Group PLC's $15.95 billion revenue. It will still be much smaller than Google with about 3 times WPP's revenue, and Google's advantage in storing trillions of pieces of data about user behaviour....

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According to analysts Yahoo's 24% stake in Alibaba and its stake in Yahoo Japan is what gives its share price momentum. U.S. Yahoo operations are estimated by Topeka Capital Markets to provide only about $10 of Yahoo's value per share. Alibaba's operations as a retailer in China account for $30 of the value per share, and Yahoo Japan $7 per share in value. Yahoo's current share price in Jan 214 is $40, having doubled in the past year. Analysts say there is not much CEO Marissa Mayer can do to reverse the slow decline in Yahoo revenues as it competes with Google, Facebook and other competitors for premium display advertising.

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Vindu Goel provides an exceptional indepth account of the efforts inside Yahoo to reverse ad revenue decline using magazine content of Yahoo Food,Yahoo Tech and other magazines. These efforts are part of a new strategy of CEO Mayer to get Yahoo's user base of 800 million users to visit the site daily.

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Manjoo says Mayer's failure at Yahoo comes from making small moves but not acting as a transformational CEO by changing Yahoo's business. He says three years later apart from small acquisitions such as Tumblr Yahoo's business was the same as before. By Nov. 2015 the Board and investors appeared to be saying that Mayer had run out of time to make the changes needed to preserve Yahoo's U.S. internet business.

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Tumblr is a microblogging site with about 100 million users but very small revenue of about $13 million. Yahoo is acquiring Tumblr in a $1.1 billion all cash deal. Tumblr was started by David Karp in 2007, has 175 employees, and is based in New York. Tumblr made it easy for users to create blogs and post comments, photos and videos, and Tumblr users can follow other user's updates in the manner of Facebook users following their friends in social media. It has 108 million blogs and 117 million users worldwide, according to comScore Inc.

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Yahoo CEO Mayer defends the progress made by the company especially in getting mobile users to the site. About 400 million users accessed the site on smartphones and tablets in Jan 2014, about half its users. Ad revenues are in steady decline.

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A study by the Project for Excellence in Journalism of the Pew Research center, looked at six major story lines that progressed for one week in July. What it found is that 83% of the reports in the local news media were basically repetitive and had no new information. Of the stories that contained new information, 95% came from old media, which then set the tone for narratives done by other media outlets. The study covered the Baltimore Sun, Washington Post, their websites, several smaller papers in the area, and new online news sites. Another finding was that on one story of budget cuts, the reporting done in 2009 was less than one third of that which was done for the budget cuts in 1991. This confirms the point made by traditional media that new online news outlets do little more than repetition and commentary.