Alphabet is set to release Google’s Q4 2015 earnings on Monday, February 1st. In Q3, the company reported that its revenues grew by over 13% year over year to $18.7 billion. However, cost-per-click, which has been declining for the past two years, continued to negatively impact growth. This decline has been largely due to the advent of smart phones that enable users to search for content through locally installed apps. As a result, advertisers are allocating less ad dollars for mobile search. Nevertheless, Google’s management continues to look for ways to improve its mobile revenues, and has recently introduced deep links for mobile apps to surface mobile content during search. Additionally, it is focusing on improving its revenues from YouTube’s video display ads and its programmatic ad platform. Therefore, in this earnings announcement, we expect the programmatic platform to once again drive revenue growth across its mobile and PC search and display ads divisions. And we expect greater clarity on nomenclature, as parent and holding-company Alphabet discusses the performance of both Google and is smaller, sister businesses.

from Forbes – Tech http://ift.tt/1PFhbNE
via IFTTT