But the unpleasant secret which has begun to leak out is that ad rates have begun to decline as the population becomes increasingly mobile, at least as far as its viewing and buying habits are concerned.
The result is that Google and those of its competitors left standing must work harder to solve the puzzle of effective mobile marketing.
The problem is that the companies involved are loath to share data in a market where data is literally money. But without comparables and more scalable solutions, advertisers are proving notably reluctant to increase their spending. Until, that is, they are given more assurance that their investment is generating the kind of return that their own investors expect. It is a knotty problem because the solution is not solely in Google's hands and requires cooperation from competitors who are loathe to do anything to enhance Google's current advantage.
Control sure 't what it used to be. JL
Conor Dougherty reports in the New York Times:
Google has seen an effective drop in ad prices.Over the past year it has spent considerable effort trying to persuade advertisers to buy more mobile ads in hopes that this will raise ad prices toward the plum levels to which it has become accustomed.