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Ads sell ideas, services, and products that consumers want to have. They create an aspirational reality that consumers must connect with and desire. To do this, the consumer needs to connect at some level with what the ad shows and end up wanting what it has come to offer. If the consumer feels Latvia Mobile Database that ‘this ad is not for them’, the message, the effort made by the brand or the exciting closing that is linked to it does not matter. It won’t sink in and you won’t pay attention to it. Therefore, it is very important to correctly define which target of consumers you are interested in, to launch messages that respond to their needs, concerns, dreams or interests. It is also crucial to establish well which segment you want to conquer to later choose the keys to press.

Each group of consumers is interested in certain elements, which do not necessarily work with others. The life stage you are in also changes which messages you are most receptive to and which you are not. But are the ads on the internet really reflecting the world in which consumers and their interests move? Do consumers manage to see themselves in the messages they sell and in the worlds they represent? A recent study by Facebook and the Geena Davis Institute on Gender in Media makes it clear that no: consumers do not feel represented in the advertising they see online. In fact, what they would like to see in digital ads directly collides with what they are receiving.

Thus, 54% of those surveyed say that they do not feel fully represented in online ads, but at the same time 71% of consumers point out that they expect brands to bet on diversity and inclusion in their online ads. That is, consumers Brother Cell Phone List want more diverse advertising, in which they can ‘see’ themselves, but they are quite clear that this is not happening right now. Ads don’t show them. Those who do can get high returns from their strategy. 59% of those surveyed recognize that they are more faithful to those brands that are committed to diversity and inclusion in their online advertising. Another 59% indicate that they prefer them in their purchasing decisions.

More diverse ads also have better campaign recall effects. According to the study’s conclusions, they manage to be remembered better than those that are not diverse. And if consumers do not feel represented by the ad format they are seeing on the web, what exactly are online ads showing? Based on the data that the study indicates, it can be concluded that advertisements on the network continue to make use of stereotypical advertising. Thus, the ads end up falling into certain practices. On women, for example, they are 14 times more likely to be shown wearing clothes that show their body than not. They are also much more likely to be targeted (seven times more). Men tend to appear more commonly angry (2.4 times more likely) and less cheerful (1.4 times less likely).

Shortly after Brexit went into effect, some surprising advertisements began to haunt me on a social network. They were from a British police force, encouraging me to come forward for their selection processes. Opposition announcements aren’t exactly new to my feed (I feel like Instagram advertising is convinced I’d be a lot happier if I took on a librarian), but this one was especially striking because in the context we were in it made Kuwait Mobile Database a lot less sense . What was I, a community citizen sailing from an EU country, painting in targeting to receive messages to become a British policeman? British ads have continued to appear since then on my feed, especially on Twitter, and I am not the only one in my circle who occasionally gets messages intended for that audience. They have tried to tell a friend what to do as a British citizen living in an EU country (my friend lives in the EU, but she is not a British citizen). The how and why segmentation leads to this is surprising in an age where companies know too much about you.

The promised benefits of online advertising and its segmentation based on data have been repeated over and over again over the last few years and have become an almost unquestionable element of wisdom. Segmentation using the large amounts of data that we have allows to profile the market Brother Cell Phone List niches in a highly realistic way, consumers are being reached with what they really want and they are known so well that it is possible to go beyond the stereotypes about consumption patterns. The big question, or that is what the FT column invites to ask , is whether this is all real or if it has a lot of smoke. As the columnist points out, we have all been haunted by nonsense ads that had little to do with our interests or our states in life.

And, when you go to see what the different web services that interest you consider, it is not difficult to find errors or questionable interests (Facebook, for example, believed that it is very interested in greeting cards, but as few people point out he has them as an element of passion; he has as an element to serve me ads that interest me rhinos, which is possibly a follow-up error because what interests me is the publishing house Rinoceronte). Therefore, and without denying that for citizens having more control over their online privacy is a necessity and something key, it would be necessary to ask, from the point of view of advertisers, if the segmented advertising offered by the network giants is so effective in creating niche markets, notes the column, as it is selling.

A study a few years ago on behavior patterns on eBay could agree with those who agree with this approach and believe that programmatic advertising is far from being Jauja. The study, conducted by researchers at the University of Berkeley, used eBay listings as a benchmark. They wanted to check whether or not they were effective in making the products sell. After pausing advertising on eBay’s Google Search for three months for a control group, they found that there was only a minimal difference in sales. The ads had been serving simply to target consumers who were already hoping to buy that product.

Fue en los primeros meses de la pandemia, cuando todo el mundo estaba buscando con qué entretenerse, cuando, como tanta gente, acabé jugando a juegos móviles todo lo que no había jugado en mi vida previa. Había sido de esa gente que nunca cayó en Candy Crush ni en ninguno de los juegos que se iban poniendo de moda, ni siquiera Angry Birds. Pero Kenya Mobile Database en el encierro los juegos móviles eran fáciles, simples y muy entretenidos. Me pasé horas jugando a Two Dots y a otros juegos de puzle. Y en medio de esos juegos acabé viendo muchísimos anuncios, ya que todos ellos tienen modelos freemium en los que ver anuncios es inevitable para seguir jugando o acceder a funcionalidades. Habituales en esos anuncios eran los de Homescapes y Gardenscapes, dos juegos que la publicidad presentaba como juegos de lógica y que en realidad no lo son (o no lo son todo el tiempo). 

Su publicidad es decididamente engañosa y lo sé porque fui una de las muchas personas que se los descargó, vio que aquello no era lo prometido y borró el juego, sintiéndose un tanto estafada por unos anuncios que prometían algo Brother Cell Phone List que no era (estos anuncios aparecen como publicidad en otros juegos móviles, pero también es fácil acabar tropezando con ellos en otros sites, como YouTube). El modelo publicitario de estos juegos es sencillo. El anuncio muestra aquella parte del juego que resulta más atractiva para quien está viendo el anuncio – la parte de juego de lógica – y lleva a descargárselo a la tienda de apps de turno. Cuando se abre el juego se descubre no el juego de lógica prometido, sino uno del estilo Candy Crush. Las partes que se ven en el anuncio son etapas tras muchas jugadas y mucho menos satisfactorias que lo que la publicidad hacía imaginar.

El caso de Homescapes y Gardenscapes es el más visible porque son bastante habituales. Lo son tanto, de hecho, que la Advertising Standards Authority (ASA) británica ha llegado a prohibir a la empresa detrás de ellos, Playrix, que siga anunciándolos con esos reclamos en el Reino Unido. Lo hizo el pasado mes de octubre. Según la ASA, el mensaje en letra pequeña en el anuncio que dice que “no todas las imágenes representan el juego real” no eran suficientes. “Dado que los anuncios no son representativos del juego al que dan protagonismo, concluimos que son publicidad engañosa”, sentenció la ASA. Playrix se defendía señalando que los jugadores se quedaban en las fases iniciales del juego y por ello no llegaban a las partes de lógica.

La experiencia con esos anuncios y los juegos vinculados es frustrante. El usuario se queda con la sensación de que ha sido engañado, lo que es a la larga un problema tanto para el desarrollador del juego como para el propio advergaming. Así pues ¿por qué las compañías siguen apostando por ese modelo y por qué siguen creando reclamos que no son ciertos? Estos anuncios que llaman a la confusión no son escasos en el mundo de los juegos online. Matthew Bailey, un analista de juegos de Omdia, señalaba a la BBC que todo estaba en el nicho de consumidores a los que querían convencer. Quieren conectar con consumidores que es más probable que paguen por compras in-app o que verán más anuncios. Ese perfil de jugadores son quienes suelen descargar juegos tipo puzle o de lógica.

Es, en general, lo que acaban señalando los expertos. Además de intentar llegar a ese perfil de consumidores, también logran entrar en los rankings de los juegos más populares. Poco importa que el usuario se lo haya desinstalado al poco de instalarlo: en el camino ha hecho una descarga y lo ha posicionado en lo algo de las listas. Igualmente, no todos los consumidores se deshacen de la app rápidamente. Algunos se quedan con el juego, aunque no sea exactamente lo que pensaban que iban a encontrar. Así, de una manera o de otra, el formato publicitario les sale rentable.

The decline of cookies will have a direct impact on the advertising market. Cookies have been in a crisis situation for a few years now, weighed down by the increasing Kazakhstan Mobile Database privacy measures imposed by the different regulations that have been approved and that consumers themselves adopt. At the same time, cookies have faced a technically complex situation, as they do not work as well in mobile environments as they do on the desktop. As a coup de grace, Chrome announced a while ago – giving the market a margin to adapt to the new situation – that it will start blocking cookies by default. It is something that other browsers already do, but in the case of Google’s tool it is more worrying because it is the browser that has the largest market share.

All this has meant that the advertising market has had to face a crisis situation and that it has to think about how to reinvent itself. Over the last few months, many questions and many potential solutions have been discussed, although nothing is exactly clear and nothing completely prevents Brother Cell Phone List reliance on the measures and decisions taken by others. There has been talk of ID systems, new tools and recovery of systems from the past. On this last point, the one that dominates the conversations and the one that seems best positioned to become the alternative is contextual advertising.

The revival of contextual advertising is an element that has been repeated as a potential – and with numerous advantages – since people began to talk about how Google was going to lock cookies in Chrome. Contextual advertising was the one that dominated in the principles of the network, when ads were served based on the type of content that was being viewed. If you were reading an article about the best weekend getaways, for example, the banners would try to sell you flights, hotels and train tickets. Now, marketers see potential again because, improved to avoid making mistakes (like announcing airline tickets in a news story about an air disaster, something that happened), it could be the solution to their problems. Contextual advertising allows targeting by interests, but eliminates all the hassle of privacy and personal data.

For the media, it is also an element that they see with great potential and that they value, perhaps because it makes the importance of the quality of their articles more visible. For all this, for a few months there has been talk – and a lot – about contextual advertising. And, also, different studies have been launched that try to take the pulse of the market in this field. One of the latest is the one prepared by Digiday , which has asked brand and agency professionals about the future of post-cookies and contextual advertising as a solution to the problems.

Overall, just over half of those surveyed said they expect to spend more money on contextual advertising in the foreseeable future. The percentage is higher when brand and agency data is separated among the latter. Agencies are the ones who expect a greater investment in contextual advertising. Of course, this is not the only thing that the market will do to find its place and its way of connecting with the public in a cookie-free digital advertising. Respondents also acknowledge that they are investing more in technology to collect more first-party data and that more ad tech solutions are being used to find alternatives to cookies. Even so, these two points carry less weight than betting on contextual advertising in future plans.

Like pieces of dominoes that will progressively fall with a first blow, the movements that promise more privacy from the large internet companies have been positioning themselves over the last few years and will come into force over Jordan Mobile Database the coming months, one after another. Google’s actions – which will make cookies obsolete and will force the advertising market to migrate to alternative formats – have become the recurring headline and one of the main concerns of the industry. It has a lot of logic. Google’s movements will have a general impact among Internet users, since they will start with a default blocking of cookies in Chrome and this is the most used browser in the world. 

However, Google is not alone in making privacy moves that will affect how advertising will be targeted. Apple is also there, determined to block the tracking processes of mobile apps in its operating system for these devices by default. iOS will ask its users if they want to block mobile apps Brother Cell Phone List from following them. If they say yes, the players in the advertising industry will be left without that data source. Apple’s movement has been very controversial: it is the basis of the open war that it has right now against Facebook. The giant has published announcements, made statements criticizing the movement and has positioned itself against it. After all, as the company itself acknowledged in its last statement to shareholders, Apple’s decisions will have a direct effect on their business areas and can lead them to lose a lot of money in advertising revenue, since their ads will lose the company. time to shape the market.

The digital advertising industry may be very much against what Apple is doing, but it can do very little against it. That is, as much as the movement bothers them and as much as they want Apple not to jump into it, they will not be able to stop the giant’s actions. The only thing they can do is look for alternatives so that the blow is much less hard. The alternatives that they are launching or are working on can also be seen as an example of where the future of digital advertising is heading and how these players could operate in an industry in which it seems increasingly difficult to process information.

The industry is already looking for ways to curb the impact of Apple’s measure and to position itself with solutions that allow them to segment advertising as they have been doing until now: an analysis by The Wall Street Journal shows the main lines in which the main ones are working. In general, companies are focusing on notification systems and new advertising techniques, assuming that things are going to be the way Apple wants them to be. As a consultant explains to the Journal, most have resigned themselves to the reality of the movement. Thus, Facebook is going to use a pop-up system to remind consumers of the importance of personalized advertising and its impact on business (basically, they are going to play the card they already used in their advertising campaign on personalized ads, that of how businesses – and SMEs – need ads for consumers to discover). Of course, launching pop-ups does not seem entirely the best idea, because users in general hate them.

Google has announced that it will accept Apple’s new measures, although it acknowledges that this will affect the visibility of advertising metrics. The company will use more of an app that deduces what happens to the interactions of the ads without using personal data that identifies users. And, in China, the China Advertising Association is working on a system that would work as an alternative and neutralize Apple’s terms. It is an alternative tracking system, which follows consumers but is not blocked by rejection of tracking manifested using a “device fingerprint” model. Using other elements generated by the terminal (such as the IP), it can be tracked. The idea is behind the great Chinese giants of the network (but not TikTok), but the idea could collide with Apple’s rules.

The basis of the scandal is not new, what has changed is the background: YouTube has been around for a few years now, since the first major linked scandal broke out, starring in moments of criticism for how and where its videos appear. The first of the scandals was a few years ago, when an investigation discovered that brand advertisements were being served alongside extremist videos. The platform advertised the Japan Mobile Database user of the video, regardless of what exactly that content was. For companies, very concerned about the safety of their brands, the idea was seen as scandalous and highly critical. Calls for boycotts were made, advertising campaigns were paused and YouTube announced measures to give more control to brands and prevent their ads from being queued in unsafe environments.

However, despite the increased sensitivity and increased protection measures, things were not completely resolved. They have not had as much impact, but since then there have been different new complaints about how YouTube is serving advertising and which videos are being monetized  Brother Cell Phone List thanks to it. The latter is the one that has discovered that brand ads are being served alongside animal cruelty videos. The study was developed by Insider and by the animal safety NGO Lady Freethinker. Their investigations found advertisements for all kinds of brands that appeared in videos that, according to Lady Freethinker’s criteria, violated the welfare of animals (in one of these videos, in fact, the death of an animal was shown).

Among the brands that have appeared in those ads are Disney +, Facebook, Land Rover, Amazon Prime Video or Dyson, among others. Of the affected advertisers, only two have given their opinions to Insider. They have been told by an insurance company that it has paused the campaign until YouTube clears things up and Facebook is investigating the situation. From YouTube they have insisted that their content policy prohibits those videos that show unnecessary damage or deliberately cause discomfort to animals. Channels and content affected and revealed by the investigation have been closed or demonetized.

However, research has shown that the problem is not over. After these disappeared, the study located other similar videos that also had brand advertisements. The essence of the content was the same and the problems similar. In the end, the research shows, once, the dangers and risks of programmatic advertising. For brands, it is increasingly important to control where their advertising is served and what they are being associated with through it. Reducing the risks and potential negative impact on your brand image from a poorly served ad is critical. However, programmatic advertising has yet to do so. YouTube is testing what is known as a Hypersensitive Mode, which will allow for targeting by applying many more content restrictions.

Among the many problems that threaten digital marketing and advertising, fraud is one of the recurring ones. Cybercriminals have understood that digital advertising is a potential source of juicy revenue and have set out to grab as much of the pie they can get. At the same time, there are also questionable practices within the legitimate part of the industry. All this means that the numbers are not always totally realistic and that marketers must be very aware of this reality.

The data makes it clear that fraud is quite widespread and that brands have come across it regularly. The latest study was conducted by WhiteOps and Renegade, after conducting a survey of just over a hundred leaders in digital marketing last fall. The data indicates that most of them have seen fraud in recent times. Thus, about two-thirds of those Jamaica Mobile Database surveyed say that their company has experienced some type of advertising fraud in the twelve months prior to the survey. These are quite large numbers, which make it clear that the issue is not an anecdote and that it should be positioned among the key concerns of marketers. What are the most common types of fraud? The list shows old acquaintances. Thus, 36% recognize that they have come across fraud in the purchase of media (for example, bots that click on ads). This is the most common type of fraudulent operation.

This is followed by fraud in lead generation (23%, with bots covering forms with false or stolen information), in retargeting (20%, retargeting for bots instead of humans), in inventory (7%), in abuse of inventive programs (12%, by bots that play with the system for profit) or in competitive assaults (5%, includes any type of fraud, but has its competitors behind). Although, perhaps, the most negative data in the study are Brother Cell Phone List not so much those that speak directly of fraud, but rather those that demonstrate the impact it has on the day-to-day of brands in marketing and advertising on the net and how little they can do to protect against its impact. This is, as much as marketers are aware that fraud is there, their margin of maneuver to avoid its consequences or to neutralize the problems that it entails is very limited. Thus, from the outset, 43% of those surveyed recognize that, even if they realize that suspicious things are happening on their website, they cannot estimate how much traffic to their site actually comes from bots . You could say that they operate with closed eyes. They know there is a problem and that it is there, but they cannot exactly see it.

Likewise, fraud also contaminates their databases . 22% assume that about a quarter of their first party data is actually false or fraudulent. This issue is especially tricky, because data has become one of the key pieces of business strategy. In addition, companies are increasingly eager to break their dependence on the large networks and the information they provide, which is why they have begun to enhance the collection of their own data and its use. Separating the wheat from the chaff is therefore much more important, as is potentially more serious the threat that sources of information are being filled with false and illegitimate data.

In recent years, Amazon’s growth in the advertising market has been remarkable. The ecommerce platform opened the door to the inclusion of advertising messages and, as purchases increased and also as consumers looked for products there even if they later went to buy them elsewhere, the interest of brands for a good position in the service was growing too. Ad spend was on the rise and analysts were beginning to point out that Ivory-Coast Mobile Database only Amazon had enough room for maneuver to impact the market share of Facebook and Google. The crisis of the last year has accelerated this process. In the face of the confinements but also in the face of the reduction in interest in leaving home, online purchases were growing. Ecommerce became the refuge of consumers and Amazon one of its great leaders. 2020 has already closed with a mutation: when talking about the online advertising market, it is no longer possible to talk about the duopoly, as it has been up to now, but rather about the tripolis . Amazon’s weight in the advertising market has grown remarkably. The latest market share accounts already make it clear: Amazon has a significant share of the pie.

The last accounts of its percentage of market share come from the United States and are linked to the digital advertising market of that country. Even though the numbers are American, the data is invaluable for understanding industry changes and market trends. The US market tends to function Brother Cell Phone List as an advance to understand what will happen in the online markets of other countries afterwards. And in 2020 Amazon closed having control of 10.3% of the online advertising market, according to eMarketer figures collected by The Wall Street Journal . This represents a remarkable growth compared to the 7.8% it had in 2019. In terms of how much this means in advertising revenue, the study’s estimate puts it at 15,730 million dollars, a figure that is 52.5% higher than the which closed in 2019.

What it means in market terms
The growth is important and, although it still has a lower market share than Google and Facebook (which are 28.9% and 25% of the online advertising market), it shows the risk it poses for these players. Amazon is rising and becoming an ever stronger rival. eMarketer believes that Amazon will reach 11.9 and 12.8% of the advertising market in 2022 and 2023, respectively. By 2021, they believe that it will close the year with 10.7% of the online advertising market, a slight rebound compared to the end of 2020. Nicole Perrin, an analyst at eMarketer, explains that it is a situation “in which the pandemic accelerated somewhat which was already happening anyway. ” The immediate future will bring continued “notable” gains.

Their ad revenue will ‘eat’ part of the market that the two duopoly giants now compete for, but they won’t just feed off of it. Analysts estimate that changes in consumption patterns will also change how advertising budgets are distributed. Some of the money Amazon makes will come from traditional marketing and advertising budgets. After all, 90% of the giant’s advertising revenue comes from its online store and not from other services (such as Twitch). It is just the market that marketers want to conquer and recover.

Google ads tend to fall a priori in the digital advertising industry as great destabilizers for the sector. First was the one from two years ago in which it was said that by the end of 2021 third-party cookies would disappear from your Israel Mobile Database Chrome browser. And more recently that it will not build alternative identifiers to track people as they surf the web. But although at first the concern in the industry appeared. Quickly, we see that its strength is repeated to adapt to the new order of things and respond to the challenges that arise. 

In this game of chess publishers have to move quickly to optimize their publishing businesses in the cookie-free world to come. And how can they do it? Focusing on the collection of a greater volume of user data in order to better understand the readers of their sites. Because this will not only help Brother Cell Phone List them cushion the blow, once third-party cookies disappear completely, but it will also allow them to gather audiences that are of interest to brands. The philosophy described reflects the interest of publishers in putting the user at the center of their strategy. A centrality that passes through offering them an attractive design of their site with quality content, in addition to having a marketing plan focused on people through, for example, content recommendations offered by native advertising, as well as with other tools that provide information on user attributes based on their profile according to browsing behavior or their interests, with which it is easy for users to provide them with their personal data, as happens with social networks.

In this regard, I wanted to highlight four ways to obtain personal information from readers. First, I would point out the importance of offering more transparency in the process. Even more so considering that in recent years users have become increasingly protective of their personal data. And this especially in Spain where half of the users (52%) are concerned about sharing personal information on the internet. So many percent percent that it is also five points above the world average. If readers’ emails are to be collected, publishers will need to offer them a significant level of control over their data, which is attractive enough to them, as well as greater transparency on how it is used after they log into your site. corresponding site. At the same time, it is important to note that actively engaging people in the value proposition of collecting their data is an opportunity for publishers to demonstrate their commitment to providing a positive user experience.

Second, I would point out the paywalls. It is true that at the beginning of the internet era, publishers did not think about whether or not to offer their content for free to anyone who was on their website. Now, however, as paper and ad revenue are falling, publishers can no longer afford to be passive. Along these lines, as I said, an interesting tool is paywalls. Among these there are different options. There are, so to speak, ‘hard’, in which all the content of the website is subject to a paid subscription. As well as those of the ‘flexible’ type, which allow people to access some content without the need to register, but which nevertheless require a login once users reach a number of views of free articles. And finally, a hybrid model, which is based on a combination of free access and paid content. A question that I think the publishers themselves should determine, because, on the one hand, they are the ones who can establish the best way to value their content and thus demonstrate it to readers. And on the other, since by having information on the behavior of users on their site, they will be able to decide what type of payment wall would encourage more people to register.

Continuing with the own data collection options, there is the well-known and no less effective newsletter, which has also experienced great growth in recent months. This resource helps publishers collect their own data in different ways. First, it allows them to identify people who are interested in a certain type of content. Secondly, because they can collect your emails. And finally, because publishers can use the newsletter subscription process to obtain more information about the topics that interest each user, thus enabling them to offer them personalized experiences that increase their engagement with the site.

At the same time, newsletters can be very valuable for generating income. LiveIntent, for example, an email marketing platform, reported that last year its local media customers expect a 45% increase in impressions and a 32% increase in revenue from their newsletter. Finally, I wanted to point out the great validity of obtaining personal information about discounts via email. First of all, because discounts have a great power of attraction. In fact, offering users a discount in exchange for their emails is a relat

In the online advertising pie, search advertising has traditionally been one of the highlights. Its success has been, in fact, one of the elements that have established the dominance of some great giants of the network, such as Google. When the coronavirus crisis began a year ago, search advertising was Iran Mobile Database one of the major victims and one that analysts feared would be negatively affected by changes in consumption. The tourism industry has been one of the fundamental pieces to settle the data of search advertising and an important part of the data, therefore, of Google. This industry was also one of those that stopped its investment in advertising, since its market had collapsed and mobility had collapsed. Their consumers weren’t looking for tickets to buy or booking hotels. Therefore, they did not need to position themselves in the first results.

However, the search advertising apocalypse never happened. Market data for search advertising has risen in recent months because of a change. It is true that the tourism industry had frozen its investment, but the space it left was being occupied by another market. The ecommerce was in charge of positioning itself in its place. The US market data, just released by eMarketer, can serve as a guide to understand how the change has occurred. In absolute numbers, search advertising has lagged behind expectations in the last year. When an estimate was made in March 2020 of how much the year would close with, it was at $ 63.92 billion. The reality was a little lower and 2021 closed with 61,690 million dollars.

However, the future graph has changed. The projections that are made now about how much Brother Cell Phone List money this market will move are well above those made in 2020. Thus, now it is expected that 2021 will close with 76.520 million dollars (compared to 72.730 million), 2022 with 86.950 million ( vs. 80,160) and 2023 with 97,760 (vs. 86,180). Even in the year in which the data were worse than previously imagined, the figures represent a rise. 2020 closed with spending on search advertising 10.4% higher than the previous year. After this year, growth will continue and, as the totals show, will be higher than expected in 2020. Why is this happening and where do the numbers come from? The key is in a change in trend. Ecommerce has become a crucial piece of ad spend, one that has had a remarkable year.

And that outstanding year has also brought a spin-off effect. Amazon was already growing as an advertising giant, but the year of the coronavirus has accelerated it. This growth in search advertising should not necessarily be understood as a growth in Google advertising, because it is not. Amazon is a fundamental piece that supports this peak. Its weight in the total US advertising market is increasing and this growth underpins the search market. Advertisers, after all, pay for their products to appear prominent when consumers search for their categories. In addition, they remember from eMarketer, this growth of ecommerce has not only benefited Amazon, although it has been the main winner. Other players in the e-commerce industry that include advertising have gained weight.