Google Ends All Gossips: Revealed Fee Structure For Advertisement Tools
Since a long time now! People were keen to know the prices of advertisement with Google, especially after it declared its DSP, DV360. The speculations were high, as there are always some hidden charges, including taxes.
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However, Google ended this ongoing gossip! By releasing a series of blogs and articles, it painted a clear picture by releasing its fee structure for its different portals.
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These portals included Display and video 360, Google ads, Ad Manager and its publisher tech. It is the first incidence where Google came out openly with its prices.
According to an aggregate data of 2019, if the advertiser spent $1 on the media with Google tech, the Publisher received a 69% share from that dollar. Whereas, the rest 31% is the profit gained by Google.
Reportedly, DV360( DSP) takes only 13% of $1 spent by an advertiser on media. On the other hand, Ad Manager charges an approximate of 18% of the dollar spent by the advertiser.
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However, with Google Ads, the campaigns include the display, it charges 14% of every dollar spent by an advertiser. The ad networks charge their advertisers on the bases of cost-per-outcome. However, they pay the publishers on a CPM basis. Therefore, the cost varies on average.
Google disclosed the direct and programmatic amount, which they charge from publishers.
In an analysis of top 100 news publishers, who are using Google, discovered that they directly or indirectly(through partners) sold three-quarter of their inventory to the company. In that setup, Google charges an approx 1% fee based on the ad requests volume.
For the advertisements, in the remaining quarter filled programmatically, Googles charge, for handling the impression was 16%. it also clarified, for any impression filled directly by publishers, Google only charges 5% of the total revenue.
Image credit – Cardinal Path
Although, there are a couple of warnings: While publishers use different DSPs to sell advertisement through multiple ad exchanges, they might be paying variable amounts for these advertisements. Through open biding, Google charges 5-10 per cent fee. However, advertisements sold by Ad Manager is charged with a 20% fee.
Also, it’s not yet clear how Ad-sense works in all this share proportion. According to previously shared data, Google takes with Ad Sense is around 68%. However, it wanted to clarify to the publishers that it doesn’t double charge them with its additional charges for Ad Manager.
Image credit – PPC Land
Why All of Sudden Google is so Transparent?
Well, Google wants to prove that it doesn’t fraud its users. Since a long time now, it has been suffering from allegations.
Also, there is suppose to be an antitrust case which is anticipated by the tech giant this year. During this time frame, several parts of its business will be under a minute check. The state attorney general and the Department of Justice is supposed to be meeting on Friday, to discuss the case. This information was provided by The Wall Street Journal. Hence, as Google is earning a large chunk of its revenue from Ads, it could be one of the things that the departments will investigate.
Last year, an antitrust paper released faulted tech giant on its in-efficiency of sharing end-to-end fees. In a statement, it stated, “No one (other than Google) has visibility into what happens between AdWords and AdX.”
Even the programmatic ecosystem was demanding a transparent approach from Google. Sellers and buyers started to realize that their contract with the company, doesn’t give a clear justification of fee, which Google charged them.
Image credit – Google Support
The transparency started flooding the market nearly three years ago. Some independent ad technology companies including Rubicon Project and AppNexus shared data on their take away share of the money. They did so to get rid of the pressure from the industry to reveal the hidden fees. After that, the Trade Desk decided to go public. Hence, they reveal their fees every year.
ISBA is frequently auditing the supply chains. All this, to uncover the hidden charges. Marketers and other tech buyers are demanding from Blockchain to provide them with log-level data. These are the clear indications that publishers and advertisers are looking for transparency. The tech giant is trying to address the issue by providing transparency to its advertisers.
Google Removed TikTok Clone Zynn From Playstore!
Is Google Playing Partial By Favouring TikTok?
Recently, Google removed Zynn from Google play store. Zynn was a successful competitor and a clone of TikTok.
Although, the reason provided by Google for removing the app was the copyright issues. Recently, several incidents have been registered, where Google is seen favoring TikTok in different ways.
Zynn was a clone of TikTok. Hence, Zynn had similar policies and interface, also that of TikTok.
TikTok rival companies created Zynn to compete against TikTok. In a short period, Zynn was gaining huge success. It was nominated as the best application on play store and was among top 10 free applications on Google play store.
Image Credit – Three Pixel lab
Zynn provided money to its users for signing up, watching videos and referrals to friends.
It’s not just the first incidence where Google favored TikTok.
In another incident, due to a dispute between members of the YouTube community and TikTok, the rating of TikTok fell to 1.2 on Google play store.
Image credit – The Tribune.
Users started reporting TikTok and reviewing it with one-star ratings. Soon, Google decided to intervene. Hence, it leads to deletion of user ratings of millions of users. Due to this, TikTok ratings resurfaced to 4.4.
According to Google, the reviews posted mostly came from fake accounts. Although, it is interesting to know that there are millions of fake accounts working on Google play store raise a question on the security front.
Google just didn’t stop there! Soon after deleting the reviews, Google deleted “Mitron”.
Mitron launched in India to compete with TikTok. Mitron was a huge success, as it gained a user rating of 4.4 with 5 million users.
Image Credit – The Quint
However, Google decided to bring down the application.
The reason provided by Google for removing Mitron was related to its poor functionality.
According to Google, Mitron violated its spam policy. They stated that the application didn’t fulfil the minimum functionality policy. Also had repetitive content, and failed to produce any original content of its own.
Certainly, India contributes a huge user database on Chinese application, TikTok.
Recently, due to the current pandemic events, people of India decided to boycott Chinese products. Several actions were taken in the process. People made sure that the boycott proves to be successful.
Soon, Twitter flashed with the hashtag of #BoycottChineseProducts. As a result, people started uninstalling Chinese applications, on their devices. This led to the creation of an application. This application was capable of determining the Chinese application installed on phones.
Image credit – The IndianEXPRESS.
However, Google stepped up and took down the application.
According to Google, no application can insist on people to remove other application from their devices.
Google’s policy reads, “We don’t allow apps that attempt to deceive users or enable dishonest behavior including but not limited to apps which are determined to be functionally impossible. Apps must provide an accurate disclosure, description, and images/video of their functionality in all parts of the metadata and should perform as reasonably expected by the user. Apps must not attempt to mimic functionality or warnings from the operating system or other apps. Any changes to device settings must be made with the user’s knowledge and consent and be easily reversible by the user.”
OneTouchAppLabs an Indian startup developed the application. The company confirmed on twitter that the application doesn’t ask people to remove applications on their mobiles. The purpose of the application was to educate people.
In just a period of 10 days, the “remove china application” gained huge success. Millions of people downloaded the application. However, the people who have installed the application can keep using the application, but no new users will be able to download the application.
Image credit – Technology
According to a cybersecurity expert: “The app scan focused on the installed android application package (APK) only. Hence, it doesn’t affect any change in stored personal data.”
After monitoring the current scenarios, It is difficult to understand the roleplay of Google.
It is difficult to decide if Googles’ decisions are effective? Or is it using its policies to favor TikTok, to create a TikTok monopoly in the market?
