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Google ad policies and lack of transparent pricing are cited by media groups in Europe including Alex Springer in their $2.3 billion lawsuit against Google. It says this has the effect of reducing the revenues of the media groups that could have been reinvested to strengthen European media.

“Without Google’s abuse of its dominant position, the media companies would have received significantly higher revenues from advertising and paid lower fees for ad tech services. Crucially, these funds could have been reinvested into strengthening the European media landscape."

 

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Advertising has been significantly impacted for Google as it generates a large part of revenue from small business and travel, two sectors hard hit by the coronavirus.

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The US Justice Department and Attorney General Merrick Garland file the second lawsuit against Google seeking the breakup of Google. It is joined by 8 states in this lawsuit including the states of New York and California. The lawsuit seeks the divestiture of Double Click and other acquisitions that helped Google establish its monopoly in online advertising. It covers the ad brokering business that makes up 12% of Google revenues. 

In filing the lawsuit Attorney General Merrick Garland said:

"For 15 years Google has pursued a course of anticompetitive conduct that has allowed it to halt the rise of rival technologies, manipulate auction mechanics, insulate itself from competition, and forced advertisers and publishers to use its tools.

Google has engaged in exclusionary conduct that has severely weakened if not destroyed competition in the ad-tech industry." 

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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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A brief history of Alibaba, its founder Jack Ma, and ways in which it is different from the internet business sites in the U.S. Like Google it gets its profits from advertising, but acts as online retailer with its website Taobao. With 50% of the Chinese e-commerce market for delivered parcels, Alibaba generated revenue for 3rd quarter 2012 of $1.78 billion, and net profit of $792 million.

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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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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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Google's shares fall 9% on Oct 18, 2012, after an early release of earnings report for the third quarter 2012 showed lower net income. The lower net income is a result of losses from Motorola and decline in Google ad prices. Google shares were up 35% so far this year and revenue continues to increase, up 45% over the prior year quarter to $14.1 billion. Google has a 75% market share in search advertising. It is also supplementing this with gains in display and mobile advertising. It has a 15% market share in display ads and 55% share of mobile ad revenue. The number of clicks on Google ads increased by 33% over the prior year, but the price per click declined 15% compared to the prior year. Motorola Mobility lost $527 million in the third quarter of 2012 and this clearly affected results.

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Henrique de Castro, chief operaing officer, leaves Yahoo after only one year on the job following poor performance in generating advertising revenue in 2013. He was hired from Google by CEO Marissa Mayer. Yahoo's share of display ad revenue in the U.S. declined in 2013 to 5.8% from 6.8% in 2012. Google's increased to 39% and Facebook's share increased to 7% in the U.S.

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Google will give 60 million euros to a fund that will support France's newspapers to better navigate a transition to the internet. A dispute between French newspapers and magazines and Google, with the demand that Google pay for every click on online versions of their stories, has been settled. Google says it would have removed French newspapers from its index if the demands were not withdrawn. It took 3 months of tense negotiations with a government appointed mediator to reach the settlement. For Google this means it can get a bigger part of the French online advertising market. A setlement has not been reached in Germany. In Belgium it took 6 years of litigation before it was settled. The Google fund will be used to aid the transition of newspapers with projects for digital media and new ways of generating revenue online. Google will also help French newspapers with its online advertising services. Google CEO Schmidt says the agreement is a win for the citizens of France giving them fast access to media articles....

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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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Specialized websites such as Realtor.com,Trulia, Zillow in the US and Rightmove in the UK have customized features appropriate for the field. In this case real estate search. This vertical search is proving superior to the horizontal search of the world's 182 million websites that Google searches, when it comes to specialized tasks. Restaurant reservations has OpenTable, job-hunting has Simply Hired. These sites do more than simply search, they also complete transactional tasks which Google doesn't. In the retail Amazon is adding new features specialized to the retail field, and also has consolidated online retail. Right now Google has 69.4% of the search market to Bing's 24.4%. For Google 96% of revenues come from search, even with diversification efforts through Android (mobile devices), YouTube (video advertising), and Chrome (browser software). Google acquired ITA Software in 2010 to compete in the travel field. Rayport says the search business is changing with users geting more sophisticated and demanding, and he sees a shift to vertical search. This shift appears to be the next step as the capabilities of horizontal search are being exhausted....

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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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Priceline surged in a tech boom of two decades ago before coming down. It has regenerated itself through its 2005 acquisition of Amsterdam based portal Booking.com, followed by acquiring booking site Agoda and travel search engine Kayak. This has helped the stock rise in the last decade. Over 90% of its revenue comes from outside the U.S., even though its original model of naming a price for a booking is gone.  Booking.com is making an attempt to penetrate the Chinese travel market with a series of acquisitions starting with online travel agency Ctrip.com. Ctrip.com is established but recent acquisitions are burning cash. There is skepticism about these acquisitions as Chinese company share prices are seen as inflated similar to the stock booms that went bust in the U.S. Booking.com invested heavily in online advertising primarily through Google. Yet though western customers use search engines to find and book travel, in China customers go directly to Ctrip or apps like Meituan to book trips. To get people to book Chinese travel companies offer large discounts, a model that may not be right for Booking.com. The effort is to add to Ctrip customer base the middle to lower income customers from Didi ride sharing app and the Meituan app, through its partnerships with these companies. The experience of other travel sites such as Expedia in the Chinese market is poor, with price wars and Expedia selling its majority stake to Didi Chuxing. Expedia's CEO at the time calls it "the wild, wild east" because of the intense competition. About 130 million Chinese travelled overseas in 2017, up 7%, and spending $115 billion. ...

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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.