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In 2022, the investment of companies worldwide in social media advertising increased 50 percent.
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The branch that increased its investment in social media ads the most is fashion.
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Facebook and Instagram were the ones that concentrated most of the increase in investments of this style.
The Joe Biden administration, in the United States (USA), is preparing to face Google in court for the company’s alleged antitrust violations in the digital advertising market.
With the advent of the internet and social networks, new forms of advertising emerged, such as digital. Where, digital ads encompass media formats, including text, image, audio, and video, which can help a business achieve a variety of business objectives throughout the marketing funnel, ranging from brand awareness and engagement.
In this sense, there is a large ecosystem of social networks, which is why 25 percent of Internet users discover new brands, products and services through advertisements in these spaces.
However, each platform is unique and has its user profile very well delimited, where specialists point out that Facebook and YouTube are the best social networks for building brand awareness, since they have the largest number of users and the demographic composition of their audiences is very well balanced.
The possible demand
According to a report, the Justice Department is expected to file a federal lawsuit against the search engine’s parent company, Alphabet Inc. as soon as possible.
Bloomberg News added that the lawsuit is expected to target Google’s advertising business, which is responsible for about 80 percent of its revenue. This year, the company is expected to generate $73.8 billion in digital advertising revenue.
In addition to its well-known search, which is free, google generates revenue through its interconnected ad-tech businesses, which connect advertisers with newspapers, websites and other companies seeking to host them.
Advertisers and website publishers have complained that Google hasn’t been transparent about where ad dollars go, specifically how much goes to publishers and how much goes to Google.
Google had previously argued that the ad tech ecosystem was competitive with Facebook, AT&T, Comcast and others.
Likewise, the research highlights that although Google remains the market leader by far, its share in the United States in digital advertising revenue has been eroding, falling from 36.7 percent in 2016 to 28.8 percent. last year.
With this, it would be the second time that the Department of Justice filed a lawsuit against Google, accusing it of being a monopoly.
Recall that during the Trump administration, then-Attorney General William Barr filed a lawsuit against Google over its search engine, accusing the company of using exclusive distribution agreements with wireless carriers and phone manufacturers to limit competition.
Barr’s lawsuit against Google is scheduled to go to trial in September.
The company has also been taken to court on three separate occasions by three state attorneys general.
Last year, Texas, Indiana, Washington state and the District of Columbia sued Google over what they claimed were deceptive location-tracking practices that invade users’ privacy.
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