Google Inc (GOOGL) And Facebook Inc (FB) competing for Advertiser Dollars and Data
Google Inc (NASDAQ:GOOGL) and Facebook Inc (NASDAQ:FB) are competing to offer the best technology to advertisers as far as the advertisements are concerned so as to provide full benefits to the advertisers. On top of this, both the companies are willing to do it for no cost or with little cost. In effect, both the companies are trying to help in developing marketing data with their tools.
For some years now, Google Inc (NASDAQ:GOOGL) and Facebook Inc (NASDAQ:FB) have been creating and giving away ad tech. However, the search engine giant is ahead of the social networking site since it started earlier. Now, both the companies are in race, and Google Tech Stack has a number of tools.
While Google Analytics is available for free, its premium tools cost $160 a year when it is bought through the company. Similarly, the company has Google Tag Manager available for free. Its AdWords ‘dimensions, as well as AdWords Editor, which provide free business intelligence, as well as campaign management, are also free. The company provides a number of other tools, such as Webmaster, DoubleClick Bid Manager, DoubleClick Search, DoubleClick Campaign Manager and DoubleClick data management platform.
Influence Advertisers’ Budget
Google Inc (NASDAQ:GOOGL) and Facebook Inc (NASDAQ:FB) were providing most of the tools free, knowing very well that advertisers need to spend a lot on engineering hours. Both are showing interest simply because they could control advertisers’ data, as well as analytics ,and have the opportunity to influence the budget of advertisers. Slight changes in bidding algorithms and user interfaces could have considerable impact on the budget allocation of the advertisers.
For Facebook Inc (NASDAQ:FB) advertisers, tools such as atlas, for now, will be able to provide probabilistic measurement. As a result, the selection of the ad tech stack would have a big impact on any advertiser, who wants to place their ads in these two companies with the tech stack installed for more favorable credit of cross-devices.
It does appear, that for most of the advertisers, using tech stacks of Google Inc (NASDAQ:GOOGL) and Facebook Inc (NASDAQ:FB) will be the easy decision, since the advertisers will not like to pay the full or the market rate for complete tech stacks.
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