by Mark Fogelberg
It wasn't too long ago that Google's revenue growth trajectory seemed comically cosmic. Quarter over quarter increases in excess of 40% were the norm. Revenue from Sponsored Results and AdSense have allowed the company to fund its entry into a number of areas.
Were it not for its motto, "Don't be evil", I would wonder how Google would allow an entity such as CustomizeGoogle to exist.
CustomizeGoogle (CG) is a Firefox browser add-on that basically allows the web browser to take full control of their Google experience. This includes removing all of the ads on search results pages! While I understand that Firefox represents a minority share of the browser market and CG has a small(ish) user base, Google is walking away from respectable numbers of ad impressions (and potential clicks).
Yes, ad avoiders are ad avoiders but TV commercial audio follows you to the kitchen; magazine ads switch from left page to right page opposite editorial; DVRs require button pressing to skip commercial pods. This technology completely removes the ads. Period.
(a search for a color laser printer with ads on)
(and without the ads - check out the white space)
So, what if in the future Firefox ended up with a majority share of the browser market and CG were a built in? How could Google cope? I can't answer those questions but I would imagine that the brains at Google must have answers on how to capitalize on lost revenue opportunities.
It would be jarring to most interactive marketers if the bottom fell out of Adwords. But since Google owns little, old YouTube (59 million monthlies and counting) and, as of today, Doubleclick (see the press release), it seems likely a sturdy, new floor could be built.
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