Google 2010 Annual Report Download - page 17

Download and view the complete annual report

Please find page 17 of the 2010 Google annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 107

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107

Advertising
Google Search. The goal of AdWords, our primary auction-based advertising program, is to deliver ads that
are so useful and relevant to search queries or web content that they are a form of information in their own right.
With AdWords, advertisers create simple text-based ads that then appear beside related search results or web
content on our websites and on thousands of partner websites in our Google Network, which is the network of third
parties that use our advertising programs to deliver relevant ads with their search results and content. Most of our
AdWords customers pay us on a cost-per-click basis, which means that an advertiser pays us only when a user
clicks on one of its ads. We also offer AdWords on a cost-per-impression basis that enables advertisers to pay us
based on the number of times their ads appear on our websites and our Google Network members’ websites as
specified by the advertiser.
Our AdSense program enables websites that are part of the Google Network to deliver ads from our AdWords
advertisers that are relevant to the search results or content on their websites. We share the majority of the
revenues generated from these ads with the Google Network members that display the ads. The AdSense program
enables advertisers to extend the reach of their ad campaigns, improves our partners’ ability to generate revenue
from their content, and delivers relevant ads for their users.
Google Display. Display advertising comprises the videos, text, images, and other interactive ads that run
across the web on computers and mobile devices, including smart phones and handheld computers such as
netbooks and tablets. The Google Display Network provides advertisers services related to the delivery of display
advertising across publishers participating in our AdSense program, publishers participating in the DoubleClick Ad
Exchange, and Google-owned sites such as YouTube and Google Finance.
Through our DoubleClick advertising technology, we provide to publishers, agencies, and advertisers the ad
serving technology, which is the infrastructure that enables billions of ads to be served each day across the
web. Our DoubleClick Ad Exchange creates a real-time auction marketplace for the trading of display ad space. We
aim to simplify display advertising so it is easier for advertisers and publishers to manage campaigns across
different formats, on different websites, and for different devices.
In addition, YouTube provides a range of video, interactive, and other ad formats for advertisers to reach their
intended audience. YouTube’s video advertising solutions give advertisers a way to promote their content to the
YouTube community, as well as to associate with content being watched by their target audience. YouTube also
offers analytic tools to help advertisers understand their audience and derive general business intelligence. In the
past year, YouTube has experienced strong growth in mobile viewers and has established key partnerships with
content companies to help monetize mobile video.
Google Mobile. Mobile advertising is still in relative infancy, though the mobile device is quickly becoming the
world’s newest gateway to information. Google is focused on developing easy to use ad products to help
advertisers extend their reach, help create revenue opportunities for our publisher partners, and deliver relevant
and useful ads to users on the go.
Google Mobile extends our products and services by providing mobile-specific features to mobile device
users. Our mobile-specific search technologies include search by voice, search by sight, and search by location.
Google Mobile also optimizes a large number of Google’s applications for mobile devices in both browser and
downloadable form. In addition, we offer advertisers the ability to run search ad campaigns on mobile devices with
popular mobile-specific ad formats, such as click-to-call ads in which advertisers can include a phone number
within ad text. In 2010, we acquired AdMob, Inc. (AdMob), which offers effective ad units and solutions for
application developers and advertisers. We continue to invest in improving users’ access to Google services
through their mobile devices.
Google Local. Consumers are changing the way they look for local information on the web, and Google is
committed to providing users relevant local information. Our products and services also help local business owners
4