Google Case Study: Declining Ads Revenues and Copyright Issues

Executive summary
The report focuses on Google case study of declining ads revenues. This report has
established the key reason for this decrease in revenues. The report has associated this to the
relaxing by Google to enforce the DMA principles and regulations in its operations online. This
is evident by the lack of a proper policy framework to subdue the requirements of this regulation.
In addition to this, the report has established that some brands froze their ads account with
Google due to continuous copyright infringement tolerated by Google. Despite some school of
thought allowing for such practices as copying one's data and creative content to ensure
continuous improvement over generations.
The report has identified the following recommendations that can be adopted by Google
to achieve a high rating among the Brands;
First, Google must adopt a more open AI and machine learning algorithm that shall be used to
genuinely block out contents deemed to violate the DMA
Secondly, Google must come up with a copyright infringement policy framework that shall be
used to legally pursue those users who violate the DMA and use google service to commit fraud.
Third, Google must put in a more active role in advocating for a more professional and ethical
based IT environment to ensure the community follows the generally accepted computing skills.
This shall make google become a champion for legality on the web.
Last but not least Google should reduce tracking and any features to that effect that are exploited
by the third persons to exploit genuine users

Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................2
Body.................................................................................................................................................3
Copyright Issues..........................................................................................................................4
Compliance strategies..................................................................................................................5
Conclusion.......................................................................................................................................6
Recommendations............................................................................................................................7
References........................................................................................................................................9

Introduction
The growing demand for big data has enabled companies to emerge as dominant players
in the Big data not only as a technology but also as an Industry. Companies have leveraged the
ability to provide diverse services that are tailored for a specific customer needs such as
marketing targets that suits a particular customer needs. Google has been a major player in this
industry as it has been the front runner is selling ads for corporations who use the Search
engine’s master to predict the behavior of the users based on their previous interactions on the
site. Google has developed an algorithm to analyze such browsing data and use the Big data
technology to make more accurate behavior of the users. This is key data for corporations
(Segura Anaya et al., 2018).
This report reviews the case study of Google involvement in this business which has been
reported to be losing revenue due to strict regulatory frameworks put in place to ensure the
consumer of information remains completely in control of his/her privacy. Several laws and
regulations have therefore been adopted by several jurisdictions to ensure the citizens remain in
control of their data. The first section of the report introduced the case study and gives a brief
background of the issues, analyze the case study and submit a relevant recommendation that can
be used to salvage the situation. The report involved qualitative and quantitative analysis of data
from the past experiences among users who felt offended by Google's placement of ads in their
search results (Martin, 2015)