Google CEO: programmatic is ‘on fire,’ ad blocking requires industry effort
Google’s Sundar Pichai knows how to get advertisers excited it seems: start talking programmatic.
The new Google CEO said that over the past 18 months the number of advertisers using Google’s programmatic ad platform has doubled. He was talking to Wall Street analysts on a conference call after the company announced quarterly earnings today.
He called programmatic “an area that’s on fire for us right now.” Programmatic advertising covers the automated ad systems Google has set up through its DoubleClick Bid Manager, letting advertisers and agencies plan campaigns.
Pichai also addressed the specter of ad blocking, which has burst into the forefront of industry conversations after Google rival Apple enabled content blocking in its operating system.
“On the ad blocker stuff you know it’s not a new phenomenon,” he said in response to an analyst’s question, indicating that it wouldn’t represent a more significant problem for Google than it already has been.
However, Pichai did acknowledge that the industry needs to be better with ads.
“It’s also clear that there are areas where the ad experience is getting in the way and it affects the performance,” Pichai said. “We as an industry need to collectively do all that better.”
In particular, he doesn’t want to see the mobile Web make the same mistakes as desktop with a poor ad experience. Google already has made moves to increase the speed of mobile pages and enhance mobile ads with more relevance thanks to better targeting.
“We are going to work hard to do that, make sure we transition areas like the mobile Web to have better ad experiences,” Pichai said.
Google’s plan seemed to be working so far. Total advertising revenue hit $16.8 billion, a 13 percent increase year over year.
In addition to programmatic, Google credited the strength of mobile search and YouTube for its business expansion.
The number of mobile and video impressions served on DoubleClick more than tripled in the past year, Pichai. He also said about 80 percent of the top 100 advertisers were on the platform.
Publishers speak out on the state of the media business at the Digiday Publishing Summit
With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid?
How Forbes and The Daily Beast are consolidating diverse revenue streams to create the highest value audience
Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate.
How BuzzFeed’s Creator Score is grading the impact of its creator network
BuzzFeed's Creator Network is a primary focus in 2023 for the publisher, and its campaign grading tool is being used to prove out its ability to create successful ads.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
In graphic detail: Google’s Ads Safety Report shows suspect ad activities are on the rise
Google's ad transparency efforts detail how bad actors necessitate further investment.
Media Briefing: Publishers share their biggest challenges and opportunities at the Digiday Publishing Summit
While Q1 ad revenue, sales cycles and payment windows appeared to be equally bad across the media industry, bright spots arose around consumer revenue streams, new tech experimentation and traffic patterns.