1. Google’s System to Control Advertising
Inventory on Multiple Platforms
Examples of Company Practices
with Supporting Facts and Data
PART 1: MOBILE
Simon Buckingham
April 14th, 2010
PRIVATE AND CONFIDENTIAL

2. Background
- Simon Buckingham is a New York based Internet and Mobile Entrepreneur- Founder and
CEO of 3 companies
- Simon has spent nearly 20 years in the mobile industry since starting at the carrier group
Vodafone in 1991 where he launched SMS text messaging and its business partner
programs
- Perspective is as an advertiser and customer of Google in the US and globally spending
significant sums on digital marketing to raise awareness and drive sales of our products and
services
- Google has been not just a tool and a supplier with keyword search (AdWords) but also
our ad agency for digital, TV and print inventory buying
- Have been generally happy working with them until I read a blog post in December 2009
which mentioned they had extended ad campaigns to run on smartphones which I wasn’t
aware of. This led me to research Google’s mobile extensions and led ultimately to the
production of this presentation
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3. Google’s Economics
– Google’s economics revolve around a bidding/ auction system to sell inventory that is based on
keywords and driven by Cost Per Click (CPC) charges to advertisers
– Because there are a finite number of premium keywords but a potentially unlimited number of advertisers,
Google is incented to increase the size and liquidity of the advertiser pools where bidding occurs for
different keyword auctions so that the Cost Per Click (CPC) rates increase
– Our analysis leads us to believe that in order to keep growing its business, Google needs to continuously
but gradually introduce new ways to:
- Reduce the blended cross-program Click Through Rates (CTR) that advertisers see over time but only
gradually so as not to cause too much advertiser dissatisfaction
- Increase the overall blended Cost Per Click (CPC) costs but gradually in a managed way over time
so as not to cause too much advertiser fallout
– Google maximizes revenues by selecting the most expensive ad in real time every time a page loads. The
bids for that ad inventory come in from a large pool of advertisers comprising not just AdWords advertisers
but also other competing ad networks and buyers who have access to the AdSense ad space through
the DoubleClick Ad Exchange etc., pushing advertisers down the list of search results and necessitating
higher bids to maintain the same positions in paid search listings and visibility above the fold on Google’s
search results page
– Google’s large acquisitions such as DoubleClick and its proposed acquisition of AdMob enable Google
to maximize the revenue it earns from advertisers by aggregating advertiser pools and gain new inventory
by extending their campaigns to the new platforms of display and mobile respectively
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4. Google’s Strategic Direction and System
We believe that Google has developed a system of automatic program and platform linkages, opt-
ins and extensions that are opaque and costly for their advertisers. These systems are designed to
extend Google’s Internet search dominance into commerce, advertising and apps on the Internet
and mobile platforms, giving them disproportionate control of advertising inventory on multiple
platforms:
Desktop Search Internet Advertising System Mobile Internet Advertising,
and Keywords commerce and Apps
Google’s Product Set allows for complete
Estimated 75% coverage and control of Internet advertising. Together Google and AdMob
Products include AdSense, AdWords, would have an estimated 75%
Market Share
DoubleClick, Mobile, Checkout, Search, of the in-app mobile advertising
Nexus One, Android, YouTube, Gmail, Affiliate market (whilst Google’s
Network, New separately auctioned Search program is still in beta and with
Products (Sitelinks, Product Ads, Local/ Map no ads in most of its own apps.
Ads, Comparison Ads)
Unlike the Internet, Yahoo and
Largest single provider of Advertising and Microsoft have no presence in
Audience on the Internet the in-app ads space
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5. Inception of Google’s System
Our analysis indicates Google began employing the system it uses to extend its business of
creeping ad inventory by migrating and aggregating advertisers to new products nearly 8
YEARS ago whilst the company was still Google Technology, Inc. and a year before its IPO:
– On June 18th, 2003, when Google AdSense was launched, it appears that all AdWords
advertising campaigns were automatically opted into the new program
– Ad campaigns designed and set up in AdWords for Google’s own site and search
network were suddenly automatically opted into and appeared on the new AdSense
content network which included tens of thousands of blogs and personal websites that
were running AdSense
– Advertisers paid dearly as suddenly their ads started turning up on a vast array of
different sites that they hadn’t planned for or vetted. As well as increased administrative
overhead, advertisers have told us that this change resulted in significantly higher levels
of Click Fraud as some of the site owners who had signed up as AdSense publishers
clicked on the ads on their sites to generate income for themselves which the advertisers
paid Google for
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6. Automatic Program Extensions
Google has built a system that includes regularly launching new programs, services and features
and:
– Automatically opts its advertisers and customers into them
– Retroactively alters all advertiser’s existing campaigns to reflect these new programs
irrespective of whether those ad campaigns were designed for different programs, targets
and audiences
– Does so without the explicit consent of their advertisers or email notifications to them. The
onus is squarely on users of Google’s services to be ever-vigilant to the opaque introduction
of these new services. Google opts its customers in and then backpedals later if they are
found out- refunding only those advertisers that notice that their campaign settings have
changed and take the trouble to ask for a refund- leaving Google with significant extra
revenue and profit from those who don’t notice or request
– Google bundles together different products and programs across multiple media; for
example, Google’s Search Network (own sites) and Content Network (third party sites),
Internet and mobile, publishers and affiliates- when their management knows they are not
the same from either an ad quality or engineering perspective
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7. Automatic Extension of AdWords to Mobile
On 8th December 2008, Google extended their Internet products to the mobile platform
simply by changing the default campaign settings for AdWords from Desktops and Laptops
to Desktops, Laptops and mobile devices with full Internet browsers (smartphones), and this
has remained the default ever since. The default AdWords campaign setting of “All
Available Devices” which is “Recommended for new advertisers”. You must click on the “?”
do you learn that “Desktop and Laptop Computers: Formerly the default setting for
campaigns”:
Google not only changed
the default for new
AdWords campaigns to
automatically include
smartphones, it also
retroactively altered the
campaign settings for all
active AdWords
campaigns to run across
both platforms populating
smartphone ad inventory
with those campaigns
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8. Automatic Extension of AdWords to Mobile
This change ignored the fact that the mobile and Internet platforms are very
different:
– Unlike Internet browsers, smartphone Browsers do not support the Adobe Flash
format that many ads and websites use
– Smartphone screens are small in size and websites are typically not designed
optimally for viewing on mobile devices
– Google itself recommended to advertisers in an AdWords blog post to “Put your
call to action in a spot on your landing page that's easy to find. Keep in mind
that it's a bit more difficult to navigate websites on a mobile device, so consider
shortening your checkout process” (but not until December 10th 2009, a year
after the smartphone campaign extensions were introduced)
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9. Automatic Extension of AdWords to Mobile
There is a marked difference in both the presentation and results from a Google Search for
“GPS” on a Laptop compared to a Smartphone:
Searches conducted on 11/ 12th April 2010
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10. Launch of AdSense for Mobile Apps Program
On June 29th 2009. Google launched its AdSense for Mobile Applications in-app advertising
program with the Beta designation. The program has remained in beta for nearly a year.
Even in Beta, Google has signed up many top mobile app developers including National
Public Radio, Concentric Sky, Textplus, Twitteriffic and Craigsphone. Google lists some of the
other app developers it serves in-app ads for on its program page:
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11. Automatic Extension of AdSense to Mobile
On October 5th 2009, Google extended its AdSense programs to high-end mobile devices
(smartphones). Google would now automatically detect and run a larger ad optimized for
high-end mobile devices, creating and populating yet more new inventory:
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12. Automatic Extension of Checkout to Mobile
On January 10th 2010 for the Nexus One launch, Google automatically extended its Checkout
payment service from Internet ecommerce stores to mobile transactions and commerce.
Transaction fees for the Checkout payments program are linked to usage of the unrelated
AdWords advertising program. When consumers browse a Checkout supporting website on their
mobile device, they see the Checkout logo, after which they are automatically directed to the
mobile version of Google Checkout:
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13. Automatic Extension of YouTube ads to Mobile
In March 10th 2010, Google changed the default YouTube Internet ad campaign settings to
automatically run the mobile version of its website:
Information about this
new ad program was
published not on the
Google YouTube Blog
or the Google Mobile
blog, instead it could
only be found on the
YouTube Business Blog
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14. Automatic Extension of YouTube ads to Mobile
In a test ad campaign on YouTube, mobile wasn’t mentioned at all during set up.
After activating the campaign, it was necessary to go into “Edit your video” and
at the bottom left corner click on “Syndication” where you can opt out of the ad
showing on mobile and TV:
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15. Automatic Extension of AdWords to the iPad
On April 2nd 2010, automatic serving of AdWords campaigns to the iPad goes live (the day before
the device shipped to consumers). This was an extension to yet another platform.
The iPad is considered a
separate platform that is a
hybrid device between a
smartphone and a
netbook computer.
Google can and is
delivering its ad programs
to new Apple devices and
platforms.
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16. Automatic Extension of Site Search to Mobile
On April 6th, 2010, Google announced that any enterprise that uses the Google Site Search
product on their website on the Internet will automatically now have site search with the same
features when that website is visited from a mobile device:
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17. Expanding Google Mobile Apps Portfolio
In fact, Google has rapidly created mobile versions of its Internet products
and services and extended from the Internet to mobile platforms at an
accelerated rate:
Of the 22 apps listed here,
the following four are the
most popular and pre-
installed on smartphones
and mobile devices:
Google Mobile App,
YouTube, Maps and
Search. With the exception
of Google Search, these
apps have not yet been
fully rolled out with in-app
advertising
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18. Google’s Mobile Vertical Integration
As a result, Google is highly vertically integrated across every part of the mobile industry value
chain to a degree that it never achieved in the Internet market:
Operating App In App
Devices Browsers Search Store Apps Payment
Systems Stores Ads
•Open •Tablets •Chrome •Predictive •Google •Android •Calendar •AdSense •Checkout
Handset Text Online Market •Search
Alliance/ •E-Readers •Device Store for •YouTube •AdWords
Android OEMS •By Voice Phones
and •Gmail
Platform •Set top •Mobile Display
Apps •Voice
boxes Browsers: •Local/ Maps and Text
•Maps
•Chrome Opera
OS •Nexus One Skyfire •Image
•Augmented Search
•Droid Reality •Enterprise
•etc. •Carriers (Goggles)
By comparison, Apple does own or operate several key parts of this mobile advertising ecosystem- it does not
license its operating system to external companies, it does not have its own browser or search engine (Google is
the default search engine for all of Apple’s devices) and doesn’t own and operate such a range of popular apps
and destination sites. Apple’s mobile advertising acquisition (Quattro Wireless) has a much smaller share of the in-
app advertising market. The acquisition is primarily defensive to protect itself against Google. With the
announcement of iAd, Apple’s acquisition has already become focused on ad serving for an increasingly closed
ecosystem serving only Apple devices. Google on the other hand will simply proliferate both its search engine
and apps on more and more devices and platforms as the free open source Android platform is deployed on
more and more devices and device types
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19. Implications
Advertisers pay dearly when an ad that is designed for the Internet is automatically served
on a smartphone. For example, a Lexus banner ad on the start up page of the ESPN Score
Center iPhone app on Saturday March 6th 2010 led to an error message due to the non-
support of Flash on the smartphone. Clicks on the same ad on a PC browser however
preserved the intended Flash based experience. Irrespective of whether the ads deploys
properly, the advertiser pays for the click that leads to this ad.
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20. Implications
The process is not seamless for advertisers as stated by Google: “Note: We may
truncate ad text when displaying ads on high end mobile devices”:
It’s the advertiser who is left
with the responsibility of
sorting out what copy works
on which devices and
platforms. However, beyond
this note, Google provides no
specific information on which
devices truncate ad copy or
what length of messages will
appear on which devices
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21. Implications
- Given its dominance of web search traffic, Google has been able to repeatedly increase the advertiser pool for
a given search term by linking its programs on the Internet and extending those programs to mobile mostly
without the advertiser’s knowledge or consent
- In the case of mobile extensions, advertisers who were interested in mobile results were bidding against Internet
advertisers whose ads were suddenly appearing on mobile devices because the Internet advertisers were
automatically opted into mobile and were therefore unknowingly serving ads to mobile devices
- Since fewer ads are displayed on mobile devices due to small screen sizes, competing with the newly enabled
Internet advertiser pool pushed mobile advertisers down the list of search results, necessitating higher bids and
CPC maximums to get the same traffic. All advertisers whether they wanted to only target desktops and laptops
or target mobile devices only for services both ended up paying Google more for clicks
- Advertisers are unlikely to notice that they were paying for mobile visitors because they have apparently been
getting inaccurate mobile visitor tracking data from the Google Analytics tool that is built into Google’s ad
products. This is because Google’s standard analytics packages use JavaScript technology for counting clicks
which works on the Internet. However, since this technology format isn’t widely supported on mobile devices, it
causes some mobile phones to crash, meaning the click may not get counted at all. One digital advertising
specialist tested Google Analytics side by side with a specialist mobile analytics package and found that it only
tracked 12% of the page views that a specialist mobile analytics package that didn’t have the JavaScript issue
counted (http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/)
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22. Lack of Information Transparency
It is a very opaque process to find out the important information needed to
understand these program extensions and linkages, probably by design. There are at
least 114 separate blogs are listed in the Google Blog Directory (as of 9th April 2010).
Distributing pertinent information across so many different blogs serves to make it
difficult for advertisers and others to discover key information about new programs and
changes that impacts them since there is no central location for this information:
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23. Lack of Information Transparency
Broken Link when requesting more information about the change in campaign serving
default settings:

24. Lack of Information Transparency
The first 6 months of data necessary to compare clicks, impressions, CTR [Click Through Rates] and
other performance metrics for Internet vs. high-end mobile devices between the introduction of
the new mobile default campaign targeting option on December 8th 2008 until June 3rd 2009 such
there was no way assess or split how the addition of the mobile targeting was performing:
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25. Lack of Information Transparency
Because of the lack of information transparency, advertisers need to spend an inordinate amount of time
overseeing changes that Google makes to its programs. For example, we run mobile campaigns but
didn’t know that our Internet campaigns had been running on mobile devices until passing reference was
in the fourth paragraph of a blog post made a year after the policy introduction:
“With this new option, you’re
opted-in to show ads on the
G1 and iPhone, and you’re
also eligible to show on
additional devices that use full
Internet browsers as these
devices enter the market”.
“If you currently have an
AdWords campaign running,
by default your campaign will
show ads on desktop and
laptops computers, as well as
iPhone and G1”.
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26. Contravention of its own Ad Program Terms
Google’s Advertising Program Terms governing all advertising programs include the following statements:
“Customer is solely responsible for all: (a) ad targeting options and keywords (collectively
"Targets") and all ad content, ad information, and ad URLs ("Creative"), whether generated by or for
Customer; and (b) web sites, services and landing pages which Creative links or directs viewers to, and
advertised services and products (collectively "Services"). Customer shall protect any Customer passwords
and takes full responsibility for Customer's own, and third party, use of any Customer accounts.”
With respect to AdWords online auction-based advertising, Google may send Customer an
email notifying Customer it has 72 hours ("Modification Period") to modify keywords and settings as posted.
The account (as modified by Customer, or if not modified, as initially posted) is deemed approved by
Customer in all respects after the Modification Period.
Google retrospectively altered the ad targeting to include smartphones when they changed the default
campaign settings which the customer should have been solely responsible for. Google also infringed the
advertiser’s sole right to set all ad content and information given that Google states that “We [i.e.
Google} may truncate ad text when displaying text ads on high end mobile devices.”
(https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=107264)
Additionally, Google did not send us as the Customer an email giving us 72 hours to modify the
settings back to the default settings we had set our campaigns up to target. Furthermore, given that we
did not modify our account settings, the account should have remained as initially posted
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27. In Conclusion
– Google built a Internet business that allowed them to control the majority of
advertising inventory on the web. Google has been able to leverage better returns
from its Internet search dominance for a few different reasons:
- Google’s first act to create a way to index and rank the vast array of content on
the Internet was brilliant and innovative which caused a lot of consumers and
investors to admire and even revere the company and its founders (myself
included)
- The laissez faire regulation free environment during the eight years of Bush Junior’s
Republication Administration coincided almost perfectly with Google’s
exploitation of its dominant market power and acquisitions that extended that
dominance from search to display advertising (via Double Click) and online video
(via YouTube)
- Google avoided regulatory oversight when it came within three hours of being
formally declared a Internet search monopoly in late 2008 by the US Federal
Government when it withdrew its deal to take over the running of a potion of
Yahoo’s online search business
- Advertiser reluctance to speak out due to Google’s dominant Internet market
share, their agencies are getting 12-15% of the ad fees and are not therefore
incented to complain
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28. In Conclusion
– Google has stealthily and systematically leveraged the same system to extend their Internet
dominance to the Mobile Internet and apps
– The results have not been good for the Internet- Google has arguably been more innovative with
its economic extensions than with its engineering prowess- advertisers have ended up paying
more and getting less whilst Google has been by far and away the leading beneficiary
– The Black Box has become the Black Hole
– The mobile internet and apps industry is still nascent and because marketing and advertising of
these new services is so critical, competition and innovation needs to be protected so that the
inventory doesn’t get controlled and leveraged through Google’s system
– Google should not be allowed to do the same in the mobile world and at the very least, the
AdMob deal needs to be blocked- Google does not need help extending themselves to mobile-
allowing the AdMob deal will just give them an unassailable advantage and dominant control of
mobile ad inventory
– If the acquisition is approved, Google will have a dominant position in digital advertising on both
ends of a converging Internet, as well as in the middle where the hybrid devices such as eBook
Readers, tablets etc. are, thanks to the Android and Chrome operating systems
– The implications will be even more severe as Google will get to collect and leverage even more
search data including the geo-location information to target more localized ads and services to
consumers and enterprises
– Federal regulators are the only agencies that have the power to stop this monopoly
– This is a unique moment in time to influence how business is conducted in the digital world of the
future
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29. Contact Details
Feel free to contact me with any Questions or Comments on this presentation:
Simon Buckingham
Appitalism, Inc.
909 Third Avenue
28th Floor
New York
NY 10022
o: 212-451-9854
m: 917.573.6067
e: simon.buckingham@appitalism.com
w: http://www.appitalism.com
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