Google – Fight for users:


The evolution of targeting over the past decade has jumped several turns of the spiral at once. The explosive growth in the accuracy of Google ads for a particular user has surpassed all possible forecasts.


Many people perfectly remember the condescending smiles in response to the first attempts of search engines to guess our preferences for search queries, as well as some naivety and straightforwardness of the logic of the first Google algorithms and others…



The concept of Google in relation to advertising immediately fell in love with users: the ascetic look of the search engine and the absence of conspicuous advertising pleasantly distinguished the company from the rest, trying to gain recognition and profit through advertising.

But with Google, as always, everything is not as simple as it might seem at first glance: in the long run, their strategic position was much more correct, which at the moment has become so clear that there were serious antitrust claims…


Google – interesting details:


But not only the structures that have filed antitrust complaints over the past year want to grab a piece of Google’s pie – the company’s position, which occupies more than 90% of the turnover in the Internet advertising sector, does not allow those who are its counterparties to sleep peacefully: there is a situation that advertisers who are in strict agreements cannot simply switch to another platform, because it is simply not profitable for them, and at the same time require governments to comply with the monopoly management regime, which, in the end, if this happens, it will only harm them with a clear increase in prices.


Mathematically, the BigTech model of work on the example of Google is, to date, a great example of using democratic postulates: they have everything organized according to the letter of the law, if necessary – they implicitly pay fines, which, despite the impressive figures reaching up to several billion dollars, do not significantly affect the size of the company’s profit, which can well be written off in their reports as a comparative small allowable costs.




Since, according to estimates for last year, the entire advertising market on the Internet amounted to about $ 300 billion, it is not difficult to calculate the share of Google at all; and now the state regulators of many countries are faced with a dilemma – either to comply with the antimonopoly legislation in the strictest mode, under pressure from the public, lobbied by the contractors of monopolists – which will eventually lead to replenishment of the state budget at the expense of fines, increase in the cost of advertising and, accordingly, goods, which again, in the end, will fall on the costs of citizens – and who else will pay for the games of manufacturers, legislation and advertisers?




Despite the obvious complexity and complexity of the technological aspects and the basis of pricing calculations in BigTech, centralized control over the flow of information and other advantages, up to almost unlimited financial opportunities, make such companies a worthy opponent of any state, and the best way, at this time, as their lobbyists suggest – is to find a reasonable and legitimate mode of operation, in which end users will no longer pay for the incorrect moves of market players included in the cost of goods…

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