Google Introduces New Privacy Controls – Here Is What They Mean

Google Introduces New Privacy Controls – Here Is What They Mean

Google

Google is upping the ante for privacy once again. At its annual developer conference (known as Google I/O), Google announced a number of chan ges aimed at enhancing user privacy. They include two new tools that give users even more control over their data:

  • Results about the user in Search. With a new tool to accompany updated removal policies, people can more easily request the removal of Google Search results containing their contact details — such as phone numbers, home addresses, and email addresses.
  • My Ad Center. Toward the end of 2022, Google will launch more controls for users’ ads privacy settings: a way of choosing which brands to see more or less of, and an easier way to choose whether to personalize a user’s ads. My Ad Center gives users more control over the ads they see on YouTube, Search, and their Discover feed, while still being able to block and report ads. Users will be able to choose the types of ads they want to see — such as fitness, vacation rentals or skincare — and learn more about the information Googles use to show them to users.

Google elaborated on the release of the new search privacy tool as follows:

When you’re searching on Google and find results about you that contain your phone number, home address, or email address, you’ll be able to quickly request their removal from Google Search — right as you find them. With this new tool, you can request removal of your contact details from Search with a few clicks, and you’ll also be able to easily monitor the status of these removal requests.

Google said the search privacy feature will be available in the coming months in the Google App, and users can also access it by clicking the three dots next to individual Google Search results.

What Advertisers Should Do

The new privacy controls in and of themselves could help advertisers. Why? Because conceivably, users who choose which types of ads they want to see will be more engaged and interested in the ones they do in fact see – which could increase purchase intent. That said, advertisers need to look at the big picture: these developments are another sign that Google is intensifying its commitment to a privacy-first world. And that starts with Google’s depreciation of third-party cookies on Chrome — which is one of the hottest stories in ad tech event though it has not happened yet.

Google will phase out tracking of third-party cookies on Chrome in 2023. And 2023 is coming sooner than you think. The Google Privacy Sandbox projects the following timeline for phasing out third-party cookies:

  • September/October 2022: Google will announce the transition timeline and the actual date when Chrome will retire third-party cookies.
  • November 2022-April 2023: Google will provide insights and guidance for businesses to adjust to the upcoming change; they will publish playbooks and other documentation.
  • May-August 2023: Google will officially retire cookies within Chrome.

It’s important to come up with a transition plan now to measure campaign performance in a world without third-party cookies on Chrome. Yes, Google’s original timeline was delayed – but the 2023 date seems to be holding firm. Contact your advertising partner to ask how they’re managing the transition (at True Interactive, we’re doing the heavy lifting for our clients).

Are you ready?

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Who Wants to Play in Google’s Privacy Sandbox?

Who Wants to Play in Google’s Privacy Sandbox?

Google

On March 31, Google shared an update on a number of consumer privacy initiatives under way as part of its Sandbox initiative. And advertisers are not completely onboard.

What Google Announced

Before we get to Google’s March 31 announcement, let’s set the stage with a bit of context. Back in January 2020, Google upended the advertising world by saying that the company was planning to phase out support for third-party cookie tracking on Chrome. Cookies are online trackers that websites place on people’s web browsers when they visit sites. Without them,  businesses have a harder time serving targeted ads based on people’s interests, and it is more difficult to track the effectiveness of ads. But privacy advocates have long contested that cookie tracking increases the risk for people being tracked when they don’t want to be tracked. So, Google has been developing ways that make it possible for advertisers to create targeted ads without tracking people across the Web via cookies.

Google set a timetable for phasing out third-party cookies: at some point in 2023. This acts as a deadline for Google to provide advertisers an alternative to third-party cookie tracking. And Google is under a lot of pressure to do so given all the money the company makes from advertising.

Since then, Google has been slowly announcing the development of alternatives to cookie tracking, all being developed in the Privacy Sandbox. This is an initiative that aims to create technologies that both protect people’s privacy online and give companies and developers tools to build digital businesses. The Privacy Sandbox reduces cross-site and cross-app tracking while helping to keep online content and services free for all.

On March 31, Google said that it is making progress in rolling out some alternatives to the use of third-party cookies to serve up advertising on the Google Chrome browser. They include, most notably, the launch of tests for Topics.

What Is Topics?

Topics is a technology will track people on Chrome and assign them a set of advertising categories (such as travel or fitness) based on the sites they visit. When a person goes to a site with ads, Google will share three of those topics with advertisers on the site. This will allow the advertiser to show them to show a relevant ad.

That is the theory, at least. No one knows how the reality will pan out.

Topics sounds like cookie tracking, but it isn’t. It’s actually a software platform that publishers and ad tech providers will plug into in order to help target ads when people visit their sites through the Chrome browser. After Topics is enabled, the technology will track people on Chrome and assign them a set of advertising categories (such as travel or fitness) based on the sites they visit. When a person goes to a site with ads, Google will share three of those topics with advertisers on the site, which will allow the advertise to show them to show a relevant ad.

Topics are kept for only three weeks and old topics are deleted. Topics are selected entirely on a user’s device without involving any external servers, including Google servers.

In its March 31 announcement, Google said Chrome users will be able to opt out of the tests of Topics through their settings. In Europe, consumers have to opt in to enable the tests. As Google noted, participants “will be able to see and manage the interests associated with them, or turn off the trials altogether.”

So far, the ad tech industry has raised questions about how Google is proceeding with Topics. For instance:

  • There is worry that the need to opt into Topics in Europe will be a roadblock.
  • Others have complained that Google is attempting to use consumer privacy to exert its own influence over the ad tech industry.
  • There remains an open question as to whether Topics will even work.

Advertisers and technology firms raised objections when Google launched the predecessor to Topics, an open source program known as FLoC. FLoC was supposed to make it possible for businesses to group people based on their common browsing behavior instead of using third-party cookies. But FLoC caught plenty of flak from consumer privacy advocates who believed Google was overplaying its hand, as well as advertisers and agencies who accused Google of strong-arming them into playing by Google’s own rules. As one executive put it, FLoC was “a half baked idea.” It is an open question as to whether Topics will be an improvement.

What Advertisers Should Do

  • Work with your advertising agency to understand what’s happening and how you may be affected. That’s exactly what our clients are doing with True Interactive. That’s what we’re here for.
  • If you are succeeding with Google Ads, stay the course. Google is enduring an imperfect transition right now toward a privacy-world. But Google Ads? They’re not going away. Far from it – Google Ads are alive and well based on our experiences helping clients succeed with them.
  • Do invest in ways to leverage your own (first-party) customer data to create personalized ads as Google continues its assault on third-party cookies. We can help you do that.
  • Consider ad platforms such as Amazon Advertising and Walmart Connect, which, as noted above, give businesses entrée to a vast base of customers who search and shop on Amazon and Walmart. True Interactive offers services on both platforms in addition to our longstanding work on Google, Bing, and other platforms.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Photo by Markus Spiske on Unsplash

True Interactive Named a 2022 Google Premier Partner

True Interactive Named a 2022 Google Premier Partner

Google

You might have noticed that we blog about Google a lot. There are good reasons for that, starting with Google’s enormous influence on the advertising industry. Not only is Google the largest platform for online advertising in the world, but the company also shapes the direction of the industry. We also discuss Google because we work closely with the company. We’re a partner. We advocate on behalf of our clients to maximize the value of their ad spend on Google, and doing that gives us deep knowledge of Google – which we share with our readers on our blog.

And I’m proud to say that our partnership has been recognized by Google. Google just informed us that True Interactive has been recognized as a 2022 Premier Partner and for being in the top 3 percent of the company’s partners. (Being included the top 3 percent depends on a number of factors such as client growth, client retention, product diversification, and annual ads spend.)

What does being a Premier Partner do for us? Our clients? The marketplace at large? Well, we enjoy a number of benefits that will make us a stronger advocate for our client, such as:

  • Product betas: ongoing access to the most current product betas through quarterly, summarized reports.
  • Insights briefings: the latest insights from Google each month to stay ahead of changing consumer behaviors and industry trends.
  • Advanced Google Ads support: 24-hour advanced ads support to help us quickly and efficiently resolve clients’ issues.
  • Executive experiences: invite-only industry events, such as roundtable discussions with Google leaders, sessions with other Premier Partners, and opportunities to hear from industry thought leaders.

And more!

All this means we’ll not only be a stronger client advocate, but also a better thought leader. The knowledge we’ll accumulate through our closer partnership with Google will certainly enrich the ideas we share with the marketplace.

We are honored to be Premier Partner. Thank you to our Google, our clients, and to the incredibly talented team at True Interactive that turns insights from Google into a better experience for our clients.

Contact True Interactive

We help our clients succeed with online advertising. Learn more about our services here and our work here. And contact us to learn how we can help you.

How Google Is Growing Its E-Commerce Advertising Business

How Google Is Growing Its E-Commerce Advertising Business

Google

We all know e-commerce has exploded over the past 24 months. Google knows all too well. The surge in e-commerce was a boon to rival Amazon in terms of search traffic and revenue gained. But as we’ve reported, Google has also been working hard to fight back by becoming a stronger e-commerce player.  And it looks like Google is gaining ground, as a newly published report from Morgan Stanley suggests.

Morgan Stanley says that in November 2021, 57 percent of shoppers first went to Google platforms (including Search and YouTube) to research a new product, up from 54% in May 2021. In addition, the number of Amazon Prime subscribers turning to Google for initial searches increased to 56 percent from 51 percent in the same period.

This is good news for Google, whose core advertising business has been losing market share to Amazon Advertising. Google needs to keep eyeballs on Google in order to attract and keep advertisers. And people searching with intent to buy are incredibly valuable. Morgan Stanley predicts that Google will achieve 37 percent year-over-year e-comm/retail ad spend for fiscal 2021.

It’s interesting to note that according to online selling platform Jungle Scout, 74 percent of U.S. consumers begin their product searches on the Amazon.com site in 2021. It’s impossible to do an apples-to-apples comparison with Morgan Stanley’s numbers because Morgan Stanley counts YouTube searches, and Jungle Scout does not. This is a significant difference because YouTube is the second-most popular search site in the world next to Google Search.

That said, the numbers matter.

Morgan Stanley listed several examples of how Google has developed more e-commerce related features in 2021 alone:

Google e-commeerce

These examples stand out for us:

  • Making online searching and shopping more visually appealing by emulating the product display features you see on Amazon. For certain items such as apparel, Google will return search results with a product results that page that resembles a visual store, not a list of links and text descriptions.
  • Soon introducing a new way to search visually, with the ability to ask questions about what you see. According to a Google blog post, “With this new capability, you can tap on the Lens icon when you’re looking at a picture of a shirt, and ask Google to find you the same pattern — but on another article of clothing, like socks. This helps when you’re looking for something that might be difficult to describe accurately with words alone. You could type ‘white floral Victorian socks,’ but you might not find the exact pattern you’re looking for. By combining images and text into a single query, we’re making it easier to search visually and express your questions in more natural ways.”
  • Including in search a feature, “Things to know,” that will make it easier to explore and understand new topics. For example, if a person searches for “acrylic painting,” Google understands how people typically explore this topic, and shows the aspects people are likely to look at first though “Things to know.” Google says it can identify more than 350 topics related to acrylic painting in this example.

These advances are typically fueled by artificial intelligence applications such as multitask uniform model, an algorithm designed to provide answers to complex queries by concurrently assessing information across multi-language text, images, video and audio.

The next milestone: Google’s parent Alphabet reports fiscal 2021 earnings on February 1. Let’s see how well Google’s ad revenues look.

What Advertisers Should Do

  • Capitalize on Google’s advertising tools that are designed to be more visually appealing. For instance, Google recently rolled out Discovery ads, which are image-rich ads designed for a more “laid back” search experience (more about that here). Google is clearly doubling down on the visual web, and advertisers should expect more visually appealing ad products as it attempts to become a stronger e-commerce player.
  • Make use of more tools that make it easier to connect online searching and shopping. Google isn’t the only company figuring out search and commerce. Instagram is another, as we discussed in a blog post recently. And there are many more apps doing the same thing.
  • Do a gut-check with your organic search team. How well are they aligning content with visual search, for example? How will Google’s “Things to know” feature affect the depth and breadth of content that you provide on your website, Google My Business listing, and elsewhere?
  • Keep your eyes open and your budgets flexible. The online advertising space is getting more competitive and interesting for retailers. We have been blogging about the rise of Amazon Advertingfor some time – as well as the growth of advertising services from retailers such as Macy’sWalmart, and Walgreens. They’re all using their first-party customer data to build online advertising platforms. Depending on your target audiences, they may provide very competitive alternative to Google – an example being Macy’s for fashion-conscious shoppers or Walmart for advertisers whose audience aligns with Walmart’s multi-channel customer. (And we can help you succeed on all these platforms.)

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Image source: https://pixabay.com/photos/eye-google-detail-macro-face-1686932/

Why Google Launched Topics, and What Advertisers Should Do

Why Google Launched Topics, and What Advertisers Should Do

Google

Google’s FLoC didn’t float. Will Topics fly?

On January 25, Google said it is killing FLoC (Federated Learning of Cohorts), which was Google’s alternative to targeting consumers with cookies based on third-party ads on Google’s Chrome browser. Instead, Google is introducing a new alternative, Topics. Topics is the latest twist in Google’s attempt to gain a competitive edge through consumer privacy.

Understanding the news requires a bit of a refresher on Google’s journey with privacy. So, here goes:

  • January 2020: Google said it would phase out support for third-party cookies on Google Chrome, which is the most popular browser in the world. Advertisers rely on third-party cookies to track user behavior across the web in order to serve up personalized ads. Google said it wanted to make the web more private. Google said it would work with advertisers to create alternatives to third-party cookies through its Privacy Sandbox Google later delayed its plans to 2023 in the face of pressure from U.K. regulators.
  • January 2021: Google announced it was developing an open-source program that would ease the pain of businesses eventually losing access to third-party cookies. This open-source program was known as FLoC. FLoC was supposed to make it possible for businesses to group people based on their common browsing behavior instead of using third-party cookies.
  • March 2021: Google doubled down on its campaign against cookies. Google said that once third-party cookies were phased out of Chrome browsers, Google would not build alternative identifiers to track individuals as they browse across the web, nor would Google use them in its products. Examples of those alternative identifiers include Unified ID and LiveRamp IdentityLink. Instead, Google pushed advertisers to – you guessed it — adopt FLoC.

But FLoC caught plenty of flak from consumer privacy advocates who believed Google was overplaying its hand, as well as advertisers and agencies who accused Google of strong-arming them into playing by Google’s own rules. Now, Google is returning with an alternative the company hopes will be more acceptable: Topics.

Topics will track people on Chrome and assign them a set of advertising categories (such as travel or fitness) based on the sites they visit. When a person goes to a site with ads, Google will share three of those topics with advertisers on the site, which will allow the advertise to show them to show a relevant ad.

 

In a blog post, Google said, “Topics are kept for only three weeks and old topics are deleted. Topics are selected entirely on your device without involving any external servers, including Google servers. When you visit a participating site, Topics picks just three topics, one topic from each of the past three weeks, to share with the site and its advertising partners. Topics enables browsers to give you meaningful transparency and control over this data, and in Chrome, we’re building user controls that let you see the topics, remove any you don’t like or disable the feature completely.”

Topics

Google will launch a developer trial of Topics in Chrome that includes user controls, and enables website developers and the ads industry to try it out. The final design of the user controls and the other various technical aspects of how Topics works will be decided based on feedback and what Google learns in the trial.

Meanwhile, Google is feeling the heat from the rise of retailer-operated ad networks such as Amazon Advertising and Walmart Connect. These networks leverage their own first-party customer data to sell ad units. Advertisers, sensing the demise of targeting based on third-party cookies (from Google and Apple as well), are increasingly working with ad networks whose first-party data is beyond the reach of Google. And retailer-based networks give advertisers access to consumers who share the same interests and habits.

What Advertisers Should Do

  • Do your homework. Stay on top of Topics by following Google’s public blog posts and explainers (such as this one and this one).
  • Work with your advertising agency to understand what’s happening and how you may be affected. That’s exactly what our clients are doing with True Interactive. That’s what we’re here for.
  • If you are succeeding with Google Ads, stay the course. Google is enduring an imperfect transition right now toward a privacy-world. But Google Ads? They’re not going away. Far from it – Google Ads are alive and well based on our experiences helping clients succeed with them.
  • Do invest in ways to leverage your own (first-party) customer data to create personalized ads. We can help you do that.
  • Consider ad platforms such as Amazon Advertising and Walmart Connect, which, as noted above, give businesses entrée to a vast base of customers who search and shop on Amazon and Walmart. True Interactive offers services on both platforms in addition to our longstanding work on Google, Bing, and other platforms.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

How Advertisers Should Respond to Supply Chain Uncertainty

How Advertisers Should Respond to Supply Chain Uncertainty

Advertising

A global supply chain crisis has created uncertainty for manufacturers and retailers alike. How are these problems changing the way business advertise for merchandise that may or may not be available when consumers shop?

The problem many advertisers – especially retailers – face right now is uncertainty of product availability. This is a different problem than scarcity. When a product is scarce, but retailers can predict how many units they will have on hand during the holiday season, they can set ad budgets with confidence. But when a business has no idea how many products it will stock, figuring out how to stoke demand with advertising becomes very tricky.

For example, as reported in Advertising Age, Jay Foreman, CEO of toy company Basic Fun, usually sends new products to influencers for promotion through product unboxing videos. But this year, he’s being more cautious because he cannot predict with certainty whether retailers will be able to carry his products.

“I don’t want to get the influencers going and the merchandise is not in store yet,” he said. “The consumer views that [influencer] unboxing and they’re like, ‘Cool, let’s buy it now,’ and if it’s not there, they’re not going to look at that unboxing video again.”

According to Ad Age, some advertisers are scaling back their ad spend. But many others are taking a more nuanced approached that we recommend:

  • Shift offline advertising to digital. Tactics such as paid search give advertisers more flexibility to calibrate their spend as supply-and-demand levels fluctuate. National Tree Company, which sells artificial trees and holiday décor, will focus its advertising on online search with some social media advertising as part of the mix. This approach makes sense especially as more product research and purchases occur online:

Research online

 

Purchase online

 

Because Amazon and Google dominate product research and purchase, look toAmazon Advertising and Google’s many ad units to capture holiday spend. By the way, Amazon Advertising offers ad units for businesses even if they don’t sell products on Amazon. Those ad units include Sponsored Display and Video Ads.

  • Increase advertising now. Many businesses are ramping up their advertising to encourage shoppers to buy products as soon as possible before retailers run out of products. We noted a “buy now while you can” surge in holiday promotions weeks ago. Those promotions are coming from big, well known retailers such as Target and Walmart. Be aware that when big retailers launch holiday promotions, they create general consumer awareness of the holiday shopping season. As a result, retailers should expect an uptick in searches for holiday sales and promotions. Now might be a good time to capitalize on that increased search activity to activate your own campaigns.
  • Keep brand advertising spending levels strong. As Ad Age noted, auto makers are promoting their 2022 models even though a global chip crisis has created a short-term shortage of available inventory at dealerships. Per Ad Age, “Auto brands continue to push out broader marketing campaigns touting new vehicle launches, including Toyota, which this week rolled out a new campaign for the 2022 Tundra pickup truck that it described as the largest U.S. ad campaign for a new vehicle launch in Toyota’s history.Ad spending cutbacks are more likely for locally-focused ads aimed at getting people to dealers for sales events.”

Whatever you do, don’t cut advertising because of uncertainty. Procter & Gamble’s approach during the Covid-19 pandemic offers a great lesson as to why. To say that the early days of the pandemic created uncertainty is a massive understatement. Businesses everywhere faced economic uncertainty and a global supply chain crisis (yes, the supply chain crisis was going on back then – it just was not getting the attention it is now). And who can forget the great toilet paper panic of 2020, when a spike in consumer demand resulted in retail shelves being stripped of this essential product?  Procter & Gamble was affected by this uncertainty – the company manufacturers toilet paper brands as well as many other household products that faced shortages. But Procter & Gamble kept advertising, and as a result, the company’s earnings in 2020 exceeded analysts’ projections.

As Vice Chairman and Chief Financial Officer Jon Moeller said, “We view this as a time to spend forward in terms of our advertising levels, not to spend back. First, there’s never been more media consumed than there is currently, as we all try to entertain ourselves and our families and survive. And two there’s a heightened need to spend on hygiene and health.”

Procter & Gamble was, and is, looking at the long game: before the pandemic, people were spending more time online, and the pandemic accelerated that behavioral shift. The company understands that although demand and supply for products will always fluctuate, the long-term shift in behavior is here to stay. So, Procter & Gamble is taking its ad spend to where shoppers are: online.

How about you?

Contact True Interactive

How can your brand benefit from digital advertising? Contact us. We can help. Read some of our case studies here.

Photo by Cameron Venti on Unsplash

True Interactive Blog Posts for Additional Insight

Consumer Shopping Trends for the 2021 Holiday Season

Why Big Retailers Are Ramping up Holiday Shopping Promotions – and What Advertisers Should Do

Why Google Is Doubling Down on E-Commerce

How Retailers Can Prepare for the 2021 Holiday Season

Five Lessons Learned from the 2021 Ad Spending Surge

Why Procter & Gamble Is Succeeding (Hint: Advertising!)

Why Businesses Need to Step up Their Digital Advertising in 2021

Don’t Go Dark During the Coronavirus Crisis

Why Google’s Ad Revenues Are Rising

Why Google’s Ad Revenues Are Rising

Google

A year ago, Google was feeling the pain of an economic downturn caused by the pandemic. My what a difference a year makes. On October 26, Google’s parent Alphabet reported that Google had beat earnings expectations across the board for the third quarter. Why is Google growing so well?

The News

Here are the financial highlights from Alphabet’s earnings announcement:

  • Google’s advertising revenue rose 43 percent to $53.13 billion, up from $37.1 billion the same time last year and slightly higher than the prior quarter. YouTube ads rose to $7.21 billion, up from $5.04 billion a year ago.
  • Retail was the largest contributor to year-over-year ad growth. Media and finance spending was also big.

Google, like its Big Tech rivals Amazon and Facebook, is benefitting from the surge in e-commerce that happened during the pandemic. With more consumers spending online, more businesses advertised online. The increase more than offset the slowdown Google suffered in 2020 when its travel and leisure clients scaled back advertising amid widespread travel restrictions. As we look closer at Google’s growth, we see two take-aways:

Privacy Is Google’s Ace in the Hole

Apple has enacted privacy controls that give users the choice of opting out of being tracked by apps on Apple iOS. As a result:

  • Google rival Facebook has experienced a slowdown in revenue in its most recent quarter as Facebook users opt out of having their behavior tracked, which hurts Facebook’s ability to serve up targeted ads for its customers.

Brian Wieser, GroupM’s global president of business intelligence, told The Wall Street Journal, “In the land of the blind, the one-eyed man is king. Whatever data they have [at Google] is better than what most others have.”

And Google’s data is going to look even better once Google successfully phases out third-party cookies on Chrome, which is the most popular browser in the world. Subject to regulatory oversight, Google will phase out cookies in 2023. This means that advertisers will no longer be able to rely on third-party cookies to track user behavior across the web in order to serve up personalized ads. Google will work with advertisers to create alternatives to third-party cookies through its Privacy Sandbox project.

Meanwhile, Google’s own powerful ad platforms, such as YouTube and Google Search, will be exempted from Google’s phasing out of cookies. That’s because those platforms use first-party data, or data collected from user behavior on those sites. They don’t rely on third-party cookies. When the dust settles, Google will emerge even stronger.

Google Is Making a Play for e-Commerce

We reported on our blog that Google is making some changes that will strengthen Google’s position as a challenger to Amazon’s e-commerce business. For instance, Google will make online searching and shopping more visually appealing by emulating the product display features you see on Amazon. For certain items such as apparel, Google will return search results with a page that resembles a visual store, not a list of links and text descriptions. Google will also soon introduce a new way to search visually, with the ability to ask questions about what you see. These changes will build on some moves Google has enacted already to become more influential in e-commerce. As The Wall Street Journal reported:

Much of the company’s growth has come from e-commerce advertisers eager to reach customers whose product searches begin online, as noted earlier. The company joined with Shopify Inc. this year to simplify search listings and ad purchases for 1.7 million merchants. The effort, which aimed to enliven its e-commerce segment, has helped turn retail ads into Google’s largest growth contributor.

Most product searches begin on Amazon, a scenario that is not likely to change soon. But Google still commands a large share of product-related searches. The explosive growth of e-ecommerce during the pandemic has suited the company well – and will continue to do so.

It’s clear that Google’s position among the Big Three online platforms (along with Amazon and Facebook) is as strong as ever. And Google is taking steps to write its own future through stronger consumer privacy measures.

As for what’s next? Look for Google to make more investments in artificial intelligence to fuel the development of more ad products. This commitment reflects a broader push into AI for Alphabet. As Alphabet CEO Sundar Pichai said in a call with investors, “In 2016, I laid out our vision to become an AI-first company. Five years later, this quarter’s results show how our investments in AI are building more helpful products for people and for our partners in local communities.”

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.