Google and Online Research Advertising

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ADVANCED LAW ELECTIVE - RESEARCH TASK

ADVANCED LAW ELECTIVE - RESEARCH TASK1
Table of Contents
Introduction......................................................................................................................................2
Google and online research advertising...........................................................................................3
Discussion........................................................................................................................................7
Conclusion.....................................................................................................................................12
Reference list.................................................................................................................................13

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Introduction
The modern world is running on the scientific and technological advancements that have
contributed to the development of society as a whole. The digital, as well as the technological
platform, is the entire thing that people around the whole world relies on, to carry on their
regular duties and chores. People connect through these platforms; they make business deals
through it, socializing is another aspect of the digital platform as well as the trait of advertising
or marketing. Most of the organizations in the world today have heavily relied on the
technological platforms to market their products or services and to earn more and more profit
that lead them towards success and expansion too. The digitization of the processes had impacted
the traditional methods like the print media (newspapers, magazines, and pamphlets) and
commercial media (television, radio).
The scenario is Australia is not much different from what it is around the world. Digital
platforms such as Google and Facebook have entered the Australian market as well as the
Australian society long back and have climbed to the top to be the two largest Australian digital
platforms. More and more people join these platforms regularly, and the consumers of the
country form a pretty big part of it. Over the last decade, the number of consumers using these
platforms has increased incredibly to 17 million people using Facebook and 17 million more
viewing YouTube, 19 million people surfing the internet through Google and about 11 million
people accessing Instagram. Business organizations use these platforms frequently to advertise
themselves and Google, as well as Facebook, helps these people out by providing them with
advertising opportunities that are both personalized and highly targeted. The fact that the price to

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continue a Google search is zero adds on to its attractive qualities. Focusing on the competitive
aspects of these platforms, they are managed by the Competition and Consumer Act 2010 that
aspires to provide the businesses of the country a fair as well as the competitive environment for
operating. It checks onto the conducts of anti-competitive aspects such as marketing and
advertising and the report by the Australian Competition and Consumer Commission (ACCC)
gives a detailed picture of how Google and Facebook use the platforms and if they are breaching
the codes of the market under Section 36 of the Act along with the inquiry of whether they are
misusing their power.
Google and online research advertising
The model of business that is used by Google to provide the advertisers with rich sets of data
regarding the consumer makes it a very popular platform. Google is also able to earn huge
revenues from online advertisement and digital marketing. These advertisements are used in the
improvement of the functionality as well as the services that the search engine provides to its
users so that they can have a better kind of experience and to attract more and more consumers
towards Google1. They have improved their techniques to gather data too and lead the share
market by owning 92% of the shares of the global market or search engines. The company can
acquire almost 80% of the total revenues that can be generated through advertisement in
Australian from the selling of the ads appearing within the results of Google Search alone. The
revenue that the company generates from Australian from facilitating the services of the
advertising intermediary is 10%.
1 Schulz, Heather M., Bree L. Dority and Steven A. Schulz, "Individual Differences In Online Consumer
Behaviors In Relation To Brand Prominence" (2015) 15(1) Journal of Interactive Advertising