Advertising Age obtained a document on ad spending on Google Search in the U.S. Some interesting things can be learned from it. For me it was the simple fact that most of the money comes from large advertisers and is directly billed by GOOG.
Here are some excerpts.
‘………..While the search-spending document obtained by Advertising Age is not a complete list of advertisers on Google, the accuracy of its data was verified by multiple sources with direct knowledge of spending levels. It’s a revealing cross-section of Google’s business that gives some clarity to one of the most opaque areas of ad spending, and the lifeblood of many American businesses……….’
‘…………The accounts listed are distributed broadly in terms of spending levels. The document shows 47 advertisers that spent more than $1 million in June; 71 that spent between $500,000 and $1 million, and 357 that spent between $100,000 and $500,000. These are direct-billed customers only, not the many thousands of small self-serve advertisers that make up Google’s long tail, a key component in its $23 billion global annual revenue………….
The complete article can be found here. The question remains who leaked the info.