Every day over two billion queries go through Google. Those queries feed Google and make it more intelligent but also make it more profitable. Below the breakdown of Google‘s revenues and how much of them come from advertising:
|Google 10K Report – in millions||2014||2015||2016|
|Ad / Rev %||90.34%||89.87%||87.94%|
Almost 88% of Google‘s revenues come from advertising. That isn’t either bad or good. Many companies today rely on advertising as the main source for their businesses.
However, you may not be aware, yet by default when searching through Google you’re getting tracked, and personal information is getting shared with websites you land on, in a vicious cycle called search leakage.
That is what makes you a victim of advertising by companies that use retargeting to sell their products or services. Ok, what’s wrong with it? After all, if those companies are providing you with relevant products or services, you may need. However, often those advertisings are:
- invasive: if a person has used your computer for a couple of minutes you will know their preference because a retargeting advertisement will pop up within the websites you’ll navigate
- ineffective: you often get suggested to buy things you’ve already purchased
- disruptive: if you need to focus on reading an article you end up distracted multiple times
That is why 615 million devices use Adblock, and 11% of the global internet population is blocking ads on the web (source: pagefair.com). That is why it becomes impossible for you to get anything done when surfing the web. In fact, each time you get distracted it may take up to 25 minutes to get back your focus (source: lifehacker.com).
For how much Google wants to make sure the user experience, therefore the quality of results is high it is undeniable that with almost eighty billion dollars pouring in each year, keeping those ads going is crucial for its business model. That is why attempts to suppress ads – like the AdNaueam case – are an obstacle to Google’s bottom line.
Why tracking users is not necessary
It is a myth that search engines need to track you to make money on Web search. When you type in a search, we can show an ad just based on that search term. For example, if you type in, “car,” we show a car ad. That doesn’t involve tracking because it is based on the keyword and not the person.
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