Google refines online advert technology
Source: Agencies |
July 21, 2012, Saturday
|
Print Edition
Print Edition
GOOGLE is getting even better at showing online ads to the right people at the right time. That enabled the Internet search leader to hit analysts' earnings target for the second quarter and reassure investors about the company's moneymaking prowess.
The results were muddled by Google's recently completed US$12.5 billion acquisition of cellphone maker Motorola Mobility Holdings and a dramatic swing in currency exchange rates that resulted in European sales converting into fewer US dollars than at the same time last year.
This much is clear though: Google Inc has refined its selection and presentation of its Internet ads in a way that is more appealing to its users.
The company, based in Mountain View, California, has accomplished it by analyzing the data that its search engine gathers about people's interests to determine how and when to present an ad.
Ideally, Google wants to show more ads when a user's request appears driven by a specific desire to buy a product, book a vacation or engage in some other kind of commercial transaction.
Google earned US$2.8 billion, or US$8.42 per share, during the three months ending in June. That compared with net income of US$2.5 billion, or US$7.68 per share, a year earlier.
The earnings would have been US$10.12 per share, if not for Google's accounting costs for employee stock compensation and the Motorola deal.
The results were muddled by Google's recently completed US$12.5 billion acquisition of cellphone maker Motorola Mobility Holdings and a dramatic swing in currency exchange rates that resulted in European sales converting into fewer US dollars than at the same time last year.
This much is clear though: Google Inc has refined its selection and presentation of its Internet ads in a way that is more appealing to its users.
The company, based in Mountain View, California, has accomplished it by analyzing the data that its search engine gathers about people's interests to determine how and when to present an ad.
Ideally, Google wants to show more ads when a user's request appears driven by a specific desire to buy a product, book a vacation or engage in some other kind of commercial transaction.
Google earned US$2.8 billion, or US$8.42 per share, during the three months ending in June. That compared with net income of US$2.5 billion, or US$7.68 per share, a year earlier.
The earnings would have been US$10.12 per share, if not for Google's accounting costs for employee stock compensation and the Motorola deal.
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