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The history of fashion
The impact of fashion on society
The future of the fashion industry
No More Ads
Google’s main competitor in the mobile space—added a feature to their devices that allowed users to block ads.
Devices running iOS were responsible for as much as 75% of Google’s 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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MORE IDEAS ON THIS
Mistake After Mistake
If losing a major portion of their audience and annoying the rest wasn’t bad enough, Google also failed to get ahead of one of the biggest shifts in the internet’s history.
Google’s strategy since day one could be summed up as “aggregate and advertise,” as George Gilder put it in Life A...
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Search Platform Is Hidden
A shift from search to discovery also started to take shape in the late 2010s: When shoppers weren’t searching for things directly on Amazon, things were finding them. Advertisers realized that money...
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You Are The Product
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 questio...
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Black Magic Ads
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 user’s device, it would be possible to show the user ads they would actually find releva...
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Reporting on Google’s future with today’s facts
Google made almost all its money from ads. It was a booming business—until it wasn’t. Here’s how things looked right before the most spectacular crash the technology industry had ever seen.
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The Tides Are Turning
Google’s 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. Google’s ads weren’t something its users wanted—they were simply a tax for accessing the Google ecosystem...
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The Crumbling
Back when Google was still just an idea, its founders thought that “advertising funded search engines [would] be inherently biased towards the advertisers and away from the needs of the consumers.”
They changed th...
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