Peter Kafka

Recent Posts by Peter Kafka

Your Google Preview: Up, Of Course (But So Is Facebook)

Google announces its Q1 earnings on Thursday. And as usual, search engine marketer Efficient Frontier is providing an informal sneak preview: The company, which helps advertisers buy digital ads, says search engine spending is up 17 percent in the first three months of this year.

That’s not a formal estimate of Google’s performance, of course. But since Google dominates search, it’s certainly a good directional indicator.

Meanwhile, Google nemesis Facebook (remember when Microsoft and Yahoo used to vie for that title?) is also growing: Efficient Frontier says pricing on the social network’s ads has moved up more than 40 percent since the end of last year. It predicts ad spending on Facebook will grow more than 200 percent this year.

The company also says that ad buyers and sellers are indeed using display ad exchanges like Google’s DoubleClick/AdX, and that there is 300 percent more inventory in that system than there was a year ago. But more inventory equals lower prices, which are down 30 percent.


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