{"id":5545,"date":"2023-09-19T14:50:52","date_gmt":"2023-09-19T18:50:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/09\/19\/advertising-industry-executives-reflect-on-25-years-of-google\/"},"modified":"2023-09-19T14:50:52","modified_gmt":"2023-09-19T18:50:52","slug":"advertising-industry-executives-reflect-on-25-years-of-google","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/advertising-industry-executives-reflect-on-25-years-of-google\/5545\/","title":{"rendered":"Advertising Industry Executives Reflect on 25 Years of Google"},"content":{"rendered":"

Most of us have long since forgotten when we began using “Google” as a verb, but you’d be hard pressed to find a more influential and omnipresent advertising partner in the past 25 years than the Google we use in noun form. As Google itself celebrates their quarter-century birthday, top executives from around the industry weigh in on Google’s milestone, their influence, and the future.<\/em><\/h3>\n

By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n

Geoffroy Martin<\/strong><\/a>, Chief Executive Officer,<\/strong>\u00a0Ogury<\/strong><\/a>\u00a0<\/strong><\/p>\n\n\n\n\n\n

\u201cWith\u00a0only 41%<\/a>\u00a0of advertisers being moderately aware of alternative targeting methods to cookies, the industry is in need of a major overhaul, with solutions to match the scale of the privacy challenge. While\u00a0Google\u2019s Privacy Sandbox aims to provide relief in the cookieless future, brands should be cautious about becoming overly reliant on one partner. Brands and media agencies should use the coming months as an opportunity to equip themselves with the right tools and partners that can support them, as another key date for\u00a0Google\u00a0is approaching: in less than six months,\u00a0Google\u00a0will begin its long-awaited deprecation of third-party cookies.”<\/p>\n\n\n\n\n\n

David Spencer<\/strong><\/a>, Chief Technology Officer,\u00a0<\/strong>Acceleration<\/strong><\/a>, a WPP company\u00a0<\/strong><\/p>\n\n\n\n\n\n

\u201cGoogle\u00a0has created an explosion of digital advertising potential for brands.\u00a0Google\u00a0Cloud, in particular, has proven to be a key technology for advertisers to navigate the shift to a privacy-centric digital landscape. It allows marketers access to cookieless measurements and behavioural and conversion modelling to increase ROI with better data-driven decisions.\u201d<\/p>\n\n\n\n\n\n

Sarah Whitfield<\/strong><\/a>, CMO at\u00a0<\/strong>Covatic<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cGoogle\u00a0has completed its \u2018young adult\u2019 stage as one of the internet\u2019s most prolific players. But to stay relevant for the next 25 years, both it and the digital advertising industry it serves will need to start showing real maturity.<\/p>\n\n\n\n\n\n\n\n

\u201cIn such a crowded ecosystem, brands want to deliver engaging and ever more personalised ad experiences to consumers in order to stand out. The move to a more privacy-first approach \u2013 driven by consumer expectations and legislation \u2013 is also at odds with traditional digital advertising methods. While\u00a0Google\u00a0has recognised the need for change, the pace has been painfully slow.<\/p>\n\n\n\n\n\n\n\n

\u201cGoing forward,\u00a0Google\u2019s popular, efficient services will still hold some appeal for advertisers \u2013 especially in tough economic times. However, disruption often forces brands to find alternative solutions, and this will open the door for smaller players on a mission to improve marketing in more creative ways.\u201d<\/p>\n\n\n\n\n\n

Ryan Stewart<\/strong><\/a>, Head of Publisher Acquisition (North America) at<\/strong>\u00a0<\/strong>MGID<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cWhile\u00a0Google\u00a0has driven standards and innovation, the expansion of its advertising business transformed its services into highly controlled environments. Its end-to-end control over digital advertising has limited interoperability, left little room for competitive neutrality, and stifled ad-tech pluralism. Today, its strides towards a more privacy-centric web are welcome, but the transition must be managed carefully as without third-party cookies, brands could become even more reliant on\u00a0Google’s first-party data.<\/p>\n\n\n\n\n\n\n\n

\u201cThe much-discussed decoupling or restructuring of\u00a0Google’s ad tech segments could invigorate the industry with fresh innovation and reduce monopolistic concerns. However, any such changes should be navigated with care, otherwise, the very essence of the open web could be compromised in the process. For now,\u00a0Google\u00a0continues to be both a pioneer and a gatekeeper in the ever-present tug-of-war between the open web and walled gardens.\u201d<\/p>\n\n\n\n\n\n

Nick Morgan<\/strong><\/a>, Founder and CEO,\u00a0<\/strong>Vudoo<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cGoogle\u00a0has had a longstanding polarising relationship with publishers, which has only intensified since the recent introduction of generative AI search, decreasing the traffic that\u00a0Google\u00a0sends to publishers\u2019 sites.<\/p>\n\n\n\n\n\n\n\n

Publishers need to think laterally and resteer into blue ocean space. There is now technology out there that can allow users to make purchases on site through a single piece of video or image content, without leaving the page they are engaging with. As a result, publishers can regain ownership of their ad revenues and keep users on site.\u201d<\/p>\n\n\n\n\n\n

Toby McAra<\/strong><\/a>, Chief Revenue Officer,<\/strong>\u00a0<\/strong>Making Science<\/strong><\/a><\/p>\n\n\n\n\n\n

As it marks its 25th\u00a0anniversary,\u00a0Google\u00a0shows no signs of resting on its laurels – evidenced in the developments announced at its recent Cloud Next summit. BigQuery\u2019s previewed developments and Vertex AI\u2019s increased capacity and supported languages mean\u00a0Google\u2019s Solution Suite will continue to make comprehensive data analysis accessible to marketers, giving them control of their campaigns. These developments will only further enhance the success our clients already see from leveraging\u00a0Google\u2019s growing suite of Cloud products, with brands such as hotel chain\u00a0RIU<\/a>\u00a0already generating 230% increase in ROAS.<\/p>\n\n\n\n\n\n\n\n

For\u00a0Google\u00a0to lead AI innovation it needs compute power. Its A3, powered by NVIDIA, will ensure continued scalability, learnings and development. Doing this safely, with a focussed lens on security and privacy will be challenging, but key to ensuring its domination over the next 25 years.<\/p>\n\n\n\n\n\n

Paul Thompson<\/strong><\/a>, Country Manager,\u00a0<\/strong>Seedtag<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cAfter 25 years of search dominance,\u00a0Google\u00a0is facing – perhaps for the first time – a credible threat to its hugely profitable advertising business with the emergence of generative AI and a reordering of how people access and consume information on the web. No doubt the recent moves by Alphabet CEO Sundar Pichai to merge the AI teams, reflects efforts to ensure that\u00a0Google\u00a0continues to innovate and build products around Large Language Models ahead of the competition. However, it is no longer a foregone conclusion that the transition from search to AI driven search will be as profitable, or, whether\u00a0 rivals like Chat GPT and Microsoft will catch up and supersede the current \u2018blue links\u2019 organic search model.\u201d<\/p>\n\n\n\n\n\n

Romain Job<\/strong><\/a>, Chief Strategy Officer,\u00a0<\/strong>Equativ<\/strong><\/a><\/p>\n\n\n\n\n\n

“While many celebrate\u00a0Google\u2019s rise from plucky upstart to web query giant this\u00a0anniversary, others are focused on more interesting questions. Amid tough competition from Gen AI innovators, there\u2019s rising speculation around how the technology behemoth will evolve to defend its dominance \u2014 particularly what happens if Bard doesn\u2019t see off rivals and become the new default search tool.\u00a0Analysts agree that Alphabet’s efforts to diversify have faced fierce competition in the cloud tech and AI markets and\u00a0Google\u00a0Advertising revenue remains essential to the group investment strategy.<\/em>\u00a0At the same time, united calls from EU and US legislators for a break up of the wider\u00a0Google\u00a0advertising ecosystem could mean much-needed concessions that better enable independent players to support open programmatic transactions; ultimately helping the open web to thrive\u00a0and share a larger piece of the cake<\/em>. Whatever happens, however, it\u2019s likely big changes will arrive long before the next major milestone, possibly as soon as 2024.\u201d<\/p>\n\n\n\n\n\n

Emma Lacey<\/strong><\/a>, SVP EMEA,\u00a0<\/strong>Zefr<\/strong><\/a><\/p>\n\n\n\n\n\n

\u201cGetting to 25 years old is no mean feat in tech, and\u00a0Google\u00a0has been able to achieve this milestone by focusing on innovation and staying ahead of the curve. How it will tackle the internet’s next epoch will be just as fascinating.\u201d<\/p>\n\n\n\n\n\n\n\n

\u201cAs arguably the pioneer of making user generated content discoverable online, it inevitably follows that\u00a0Google\u00a0needs to be serious when it comes to funding legitimate content and keeping users safe. With the amount of content online set to explode due to generative AI tools and new legislation like the Online Safety Bill incoming, it will need to leverage the best technologies to not only ensure it stays ahead, but also to hold other platforms to account.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

As Google itself celebrates their quarter-century birthday, top executives from around the industry weigh in on Google\u2019s milestone, their influence, and the future.<\/p>\n","protected":false},"author":7,"featured_media":5546,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3,6],"topics":[2],"class_list":["post-5545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","tag-tech","topics-editorial"],"acf":[],"yoast_head":"\nAdvertising Industry Executives Reflect on 25 Years of Google | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/advertising-industry-executives-reflect-on-25-years-of-google\/5545\/\" 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