"Last week, Google's parent company Alphabet reported that 2025 revenue was an eye-popping $403 billion, making the last 123 months its highest-earning year - almost $114 billion in Q4 alone - with these sums representing a 15% and 12% respective annual increase. But as dollar bills stacked up, so did the legal citations. All this came the same week the IAB hosted its flagship annual conference,"
"According to results from an IAB survey this week, which probed 400-plus senior brand and agency decision-makers, buyers believe AI-driven improvements to advanced measurement could unlock $26.3 billion in incremental media investment plus $6.2 billion in productivity gains. And sentiments like this helped spur initiatives such as Project Eidos, also announced this week by the IAB, aimed at more equitably distributing ad spend across the ecosystem through the establishment of "a single-channel fix or a one-off framework.""
Alphabet reported $403 billion revenue in 2025, its highest total in 123 months, with nearly $114 billion in Q4 and annual increases of 15% and 12%. State plaintiffs in Google's search antitrust case filed a motion to challenge Judge Amit Mehta's decision, and the European Union issued a preliminary ruling against Google's ad tech echoing a 2025 U.S. ruling. An IAB survey of 400-plus senior brand and agency decision-makers found buyers believe AI-driven advanced measurement could unlock $26.3 billion in incremental media investment and $6.2 billion in productivity gains. The IAB announced Project Eidos to help distribute ad spend more equitably, and survey respondents reported no paid channels are adequately represented by current measurement systems.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]