Google is now the most used search engine on the web and owns at least 67 percent of search traffic. Here’s why Amazon and Facebook are about to make things more interesting.
Consumers can buy just about anything on Amazon, which means that Amazon controls more wallets than Google. Amazon is working on its own PPC software and intends to place ads on-site, reportedly by the end of 2014.
Amazon Knows No Boundaries
Amazon is a direct competitor to Google Play. Amazon is very active in the digital services area—consumers can buy digital music and videos on Amazon. Plus, Amazon has created devices that make it easy to interact with its services.Amazon and Google both have a stake in Cloud Computing. In this case, it’s less about ad dollars and more about being the dominant player overall and controlling the operating system of the web.
Facebook Knows People
The more than one billion people who use Facebook freely surrender ridiculous amounts of personal information for the privilege of using the “free” social media service. Google AdWords knows peoples’ search phrases. Facebook knows peoples’ likes, interests, employment history, political views, who they’re related to, who their friends are and much, much more (probably more than Facebook users really want to think about). Facebook can use that personal information to target ads with more precision than Google can. With its new ad service called Atlas, Facebook will use what it knows about people to take ads offsite. Because it doesn’t rely on cookies to track consumers, Atlas is able to follow users as they jump from iPhone to laptop to tablet to any device, allowing Facebook to track end to end performance of the ads. Atlas claims it can “connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.” Google will catch up, eventually.Both Facebook and Amazon are coming at Google’s lock on advertising from new angles–that’s why this could be an honest to goodness fight for online advertising dollars and beyond. Too bad for Google that it can’t send out a Penguin or Panda to fight off the competition.
Facebook Knows People
The more than one billion people who use Facebook freely surrender ridiculous amounts of personal information for the privilege of using the “free” social media service. Google AdWords knows peoples’ search phrases. Facebook knows peoples’ likes, interests, employment history, political views, who they’re related to, who their friends are and much, much more (probably more than Facebook users really want to think about). Facebook can use that personal information to target ads with more precision than Google can. With its new ad service called Atlas, Facebook will use what it knows about people to take ads offsite. Because it doesn’t rely on cookies to track consumers, Atlas is able to follow users as they jump from iPhone to laptop to tablet to any device, allowing Facebook to track end to end performance of the ads. Atlas claims it can “connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.” Google will catch up, eventually.Both Facebook and Amazon are coming at Google’s lock on advertising from new angles–that’s why this could be an honest to goodness fight for online advertising dollars and beyond. Too bad for Google that it can’t send out a Penguin or Panda to fight off the competition.
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