Google owns more than 200 companies, including those involved in robotics, mapping, video broadcasting, telecommunications, and advertising. Google is growing through acquisitions, but it is also increasing revenues in each of the companies it owns. In cases where an acquisition cannot grow revenues, Google tends to sell that company.
Google has expanded far beyond its original claim to fame as a search engine. Alphabet owns Google, as well as many other companies. However, Google itself owns companies. The reach of this technology giant is so vast it is hard to imagine an area of modern life it has not touched.
YouTube is highly popular, and users have become accustomed to seeing short ads during most videos on the site. It makes $9 billion per year from advertising. However, there is another value to YouTube that is harder to measure in dollars. By owning this company, Google dominates the online video business.
The difficulty for Google is that many people watch embedded YouTube videos without going to the site, where the ads are.
YouTube has become the go-to source for videos and looks like it will continue to dominate. YouTube has been considered a “break-even” company by many industry watchers, but its presence as a means of popularizing goods, services, and entertainment is priceless.
AdSense is Google’s network for selling advertising on its partner sites. Google provides text, images, videos, and interactive media for a fee.
This service has become the standard for advertising online, and Google doesn’t seem to be losing ground with it. AdSense has provided close to a quarter of Google’s income in recent years. Google Network Members’ properties, of which AdSense is a part, saw revenues reach 17.59 billion in 2017, increasing $1,989 million from the previous year. However, the company attributed the growth primarily to strength in both programmatic advertising buying and AdMob. Google also reported a decline in the traditional AdSense businesses.
DoubleClick is another advertising service. It can target customers and focus on an advertiser’s specific pages to bring in revenues. It also allows website owners to place ads on their websites. DoubleClick can tell a publisher how long visitors are on a site and which pages they stay on the longest.
Online publishers use DoubleClick to build their web traffic, product sales, and service sales. Google also uses DoubleClick to promote its own services. If you have less than 90 million ad impressions per month, the service is free.
DoubleClick earns more than $30.6 billion in annual revenues. Google announced the acquisition of DoubleClick in April 2007 and completed the deal in March 2008.