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Google made almost all its money from ads. It was a booming businessāuntil it wasnāt. Hereās how things looked right before the most spectacular crash the technology industry had ever seen.Ā
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Back when Google was still just an idea, its founders thought that āadvertising funded search engines [would] be inherently biased towards the advertisers and away from the needs of the consumers.ā
They changed their minds.
With that change, Google became one of the wealthiest, most powerful companies in history. Search was Googleās golden goose, as well as its only unambiguous win. So when Amazon rapidly surpassed Google as the top product search destination in 2017, Googleās foundations began to falter.
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A shift from search to discovery also started to take shape in the late 2010s: When shoppers werenāt searching for things directly on Amazon, things were finding them. Advertisers realized that money previously spent on Googleās search ads was better spent either on Amazon ads or native ads in content feeds, like Instagram and Facebook. Google had no engaging content feeds, so it completely missed the wave, just like it had with social media and instant messaging.
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Googleās main competitor in the mobile spaceāadded a feature to their devices that allowed users to block ads.
Devices running iOS were responsible for as much as 75% of Googleās revenue from mobile search ads, which is probably why Google was paying Apple billions of dollars every year to remain the default search engine on Apple devices. By making this move, Apple altered the future of online advertising.
This move from Apple reflected the unprecedented mainstream adoption of ad blocking software happening at the time.
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Googleās products were free, innovative, and used by billions of people. In order to get access to these free products, people had to give up their personal data and their valuable attention. Googleās ads werenāt something its users wantedāthey were simply a tax for accessing the Google ecosystem.
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Google was enticing people into trading their privacy, data, and attention for the convenience of its amazing free products and services, some of which had no good alternatives. However, scandal after scandal after scandal proved that the trade might not be worth it, and people started to question what they were giving up by clicking āI agree.ā
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If losing a major portion of their audience and annoying the rest wasnāt bad enough, Google also failed to get ahead of one of the biggest shifts in the internetās history.
Googleās strategy since day one could be summed up as āaggregate and advertise,ā as George Gilder put it in Life After Google. Every word uttered to Google Assistant, every action in any of Googleās numerous apps, and every data point about every one of their billions of users was stored and analyzed in the name of more accurate advertising.
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True attribution and accurate targeting used to be rocket science, black magic, and nearly impossible.
The breakthrough was this: If everything from interest matching to ad placement happened inside the userās device, it would be possible to show the user ads they would actually find relevant and understand exactly which ads they interacted with and how, all without the userās private data ever leaving the device.
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