Let’s jump into this week’s review of online advertising data.
Google announced that its ad revenue (at $39.6 billion) will be 5.3% lower in 2020 than in 2019. Since the ad market overall is growing (an estimated 1.7% to $134.7 billion), this means that Google’s share of the market will decline from 31.6% to 29.4%.
Digiday announced a study that concluded that site publishers are being paid later by their advertisers. About 25% of advertiser payments to publishers are being delayed under two weeks; 17% are being delayed between 14 and 30 days; and for 20%, more than 30 days.
Morgan Friedman has been building and running Display campaigns on top of GDN Network of Adwords, err, he means "Google Ads," for almost 15 years. Friedman is, by nature, an obsessive optimizer, and has been A/B testing every obscure option, configuration, strategy, and tactic on Display Ads. Oh and search ads, as well as figuring out how to grow companies and politicians from just the seed to hundreds of thousands of users, or voters, as well. His favorite number is eleven. He is weirdly proud of his series on this site of how philosophers would behave if they were PPCs.