Vidya Srinivasan has been appointed as the head of advertising at Google.
Jerry Dischler, the longtime head of Google’s advertising division, has resigned.
Mr. Dishler has been with the company for 18 years since joining the company in 2005. As vice president, he was in charge of advertising platforms and advertising properties (search, YouTube, Gmail, etc.), and since 2020 has been in charge of overall advertising business.
Key accomplishments at Google include privacy-related changes such as phasing out third-party cookies and introducing a privacy sandbox, as well as leveraging cutting-edge technologies such as machine learning (ML) and artificial intelligence (AI) in the advertising business. He is said to have taken the lead in promoting the use of
The company’s advertising revenue through the third quarter of 2023 (January to September) will reach over $220 billion, and it maintains its top market share despite being closely pursued by Meta and Amazon.
Dischler also testified on September 19th about online ad auctions at a hearing in the U.S. Department of Justice’s antitrust lawsuit against Google, saying he “adjusted” ad prices by up to 5% to meet sales goals. , that is, he said that he had raised it.
Internal emails from his team were also submitted as court documents and were used as evidence that no specific notice was given to advertisers when the price was raised.
Google did not provide detailed information at this time on whether Mr. Dischler will take on another role within the company after stepping down as vice president, or whether he will leave the company.
Prabhakar Raghavan, senior vice president in charge of search, advertising, and commerce businesses, made the following comment:
“After more than 15 years in Google’s advertising business, Jerry Dischler has decided to take on a new challenge.
Our advertising business continues to help millions of businesses grow today, and we would like to express our deep gratitude to Jerry for his many accomplishments along the way.”
Dischler’s duties were taken over by Vidya Srinivasan, who joined the company from Amazon Web Services (AWS) in 2019.
Until recently, he was the same vice president as Dishler and was in charge of advertising businesses such as search and maps, but his new responsibilities will include YouTube and programmatic advertising.
Recently, we have implemented generative AI in Google Ads, and a tool that optimizes ad distribution performance by utilizing all funnels of Google Ads, including search, YouTube, Gmail, and Maps.P-MAX (Performance Max)Mr. Srinivasan has directed the development and sales of “.
Mr. Srinivasan’s immediate supervisor will be Mr. Raghavan, and his role prior to his promotion will be handled by Shashi Thakur, vice president of long-term business engineering.
Google’s advertising business has long been pointed out to be bloated, so there is no doubt that Mr. Srinivasan will be forced to navigate the company with difficulty.
As mentioned earlier, the company must maintain growth in its advertising business even as search advertising continues to be battled with the U.S. Department of Justice and antitrust lawsuits.
Regarding the abolition of third-party cookies, the plan was to start testing on 1% of Chrome users in the first quarter of 2024 and completely abolish them in the second half of the year, but this will be delayed. The possibility cannot be denied, and the road to achieving the plan will not be easy.
Furthermore, regarding the aforementioned advertising campaign optimization tool “P-MAX,” despite Google’s explanation that it uses algorithms to improve ad distribution performance, the process for determining placement (where ads are displayed) is unclear and inconsistent. Advertisers have voiced criticism that this lack makes it difficult to track and measure effectiveness.
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(Translation/editing/information supplement: Chikara Kawamura)
Source: BusinessInsider
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