Neal Mohan is vp of product for Google, managing Google’s portfolio of AdSense for Content and DoubleClick platform products. He has helmed innovative strategies in display advertising, emerging ad formats, and social media monetization. Mohan is the driving force behind Google’s strategy to remake the display advertising market. He spoke to DiIGIDAY about his vision of the future of display and Google’s role in it.
I am incredibly bullish on the future of the display business. Online advertising is now the second largest advertising medium, behind television, and the growth in display is outpacing that of the overall ad market. New technologies are enabling incredibly exciting campaigns, as well as making it possible for advertisers of all sizes, large and small, to benefit from what display has to offer. Right now, the display business is estimated to be around $20-25 billion. At Google, we believe it has the potential to grow to $200 billion, as ad dollars continue to follow consumers online, and as the barriers to entry such as complexity and cost diminish. I believe we are in a new golden age of advertising, powered by technology, and I, for one, can’t wait to see what happens next.
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