From the course: Programmatic Advertising Foundations

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Google and the programmatic market

Google and the programmatic market - Adwords Tutorial

From the course: Programmatic Advertising Foundations

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Google and the programmatic market

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- [Instructor] Google and the programmatic market. It's no surprise to anyone that Google dominates the programmatic advertising market. Through Google, large enterprise companies, mid-size businesses, and small, local businesses can all take advantage of Google's vast reach into the homes and devices of millions of users. Google and Facebook together make up 60% of ad spending, which is over $76 billion just here in the United States. They are able to accumulate the most prolific data on users, creating their own data management platforms that are tied to actual user profiles. Google is well-positioned because of its reach and proliferation, but also because Google encompasses every step of the programmatic process internally. That's right. Many players in the programmatic system are able to manage multiple roles, but Google has the capability to be both the ad broker, the data management platform, the data collection…

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