Recommendation for Google- Target Advertising (Business & Marketing Essay)

Recommendation for Google- Target Advertising
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Recommendation for Google- Target Advertising
Google is one of the biggest internet companies in the world and it derives its revenues primarily from advertising. The company’s innovation and leadership have been integral in its success so far. As shown in the case study, the company has relied traditionally on search engine and banner advertisements (Edelman & Eisenmann, 2017). While its advertising strategies have been phenomenal in its success so far, Google should now focus on targeted advertising to maintain its performance into the future.
Although targeted advertising has some privacy concerns, it presents an opportunity for Google to continue its dominance in digital advertising. With the presence of web cookies monitoring every click and users sharing personal information online (John, Kim, & Barasz, 2018), Google has an opportunity to gain insight into customers’ behavior and consequently advertise solutions according to their needs. As d...