3 Things Google Needs To Make Display Ads A Big Business
What's Google's (GOOG) next big growth driver? Its current business working better -- better conversion, more traffic, more advertisers -- Google CEO Eric Schmidt said Tuesday.
How about after that? A "set of display businesses and an exchange" that are being built from Google's acquisition of DoubleClick, Schmidt says.
But that's going to take some work.
The display ad business is "not uniform in any particular way," Schmidt said at Morgan Stanley's tech conference. "The systems are complicated. The way the display ads are managed is done in many cases by hand or by poor quality spreadsheets."
So Google hopes to make the business a little more Googly.
"We see an opportunity to apply the Google magic and the measurement and the scaling in that business, and that's probably the next big one," Schmidt says.
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