Google 2015 Annual Report Download - page 7

Table of Contents Alphabet Inc. and Google Inc.
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For performance advertisers, AdWords, our primary auction-based advertising program, helps create simple
text-based ads that appear on Google websites and the websites of Google Network Members, who use our
advertising programs to deliver relevant ads alongside their search results and content. In addition, our partners
that comprise the Google Network use our AdSense program to deliver relevant ads that generate revenues
and enhance the user experience. These programs let both small and large businesses connect with users
looking for a specific item, say a pair of shoes or a plane ticket back home. To that end, we continue to invest
in our advertising programs and to make significant upgrades, including Estimated Total Conversions, which
help advertisers measure the effectiveness of their campaigns in a multi-screen world.
• Brand advertising helps enhance users' awareness of and affinity with advertisers' products and services,
through videos, text, images, and other interactive ads that run across various devices. We help brand
advertisers deliver digital videos and other types of ads to specific audiences for their brand-building marketing
campaigns and in turn, generate revenue by distributing their ads such as the TrueView ads displayed on our
YouTube videos.
We have built a world-class ad technology platform for brand advertisers, agencies, and publishers to power
their digital marketing businesses. We aim to ensure great user experiences by serving the right ads at the
right time and by building deep partnerships with brands and agencies. We also seek to improve the
measurability of the effectiveness of brand advertising.
Furthermore, we have invested significantly in programmatic advertising to help advertisers reach users when
and where it matters, giving them access to top-tier inventory across screens and formats, as well as the real-time
insights that advertisers need to make their buys count.
We have allocated substantial resources to stopping bad advertising practices and protecting users on the web.
We focus on creating the best advertising experiences for our users and advertisers in many ways, ranging from
removing hundreds of millions of bad ads from our systems every year to closely monitoring the sites and apps that
show our ads and blacklisting them when necessary to ensure that our ads do not fund bad content.
Bringing the Next 5 Billion Online
Fast search and high-quality ads matter only if you have access to the Internet. Right now, only a fraction of the
seven billion people in the world are fortunate enough to be able to get online. That leaves out billions of people. With
so much useful and life-changing information available today, it is unfortunate that such a significant portion of the
world's population lacks even the most basic Internet connection.
Those people will be able to learn and start businesses, to grow and prosper in ways they simply could not without
an Internet connection. Creating platforms for other people's success is a huge part of who we are. We want the world
to join us online and to be greeted with the best possible experience once they get there. Connection is powerful; and
we are working hard to make it a reality for everyone. The opportunities to improve lives on a grand scale are endless.
And there are people around the world whose lives we can improve every day by bringing information into their
homes, into their schools, and into their pockets -- showing them just how powerful the simple idea of "getting online"
can be.
At Google, we are helping people get online by tailoring hardware and software experiences that suit the needs
of emerging markets, primarily through Android and Chrome. We're also making sure our core Google apps are fast
and useful, especially for users in areas where speed, size and connectivity are central concerns.
Other Alphabet companies are pursuing initiatives with similar goals too. That's why we're investing in new projects,
like Project Loon. We asked, what if we could use a network of balloons that could fly at the edge of space and provide
connectivity in rural and remote areas? Loon has helped students in Brazil and farmers in New Zealand experience
the power of an internet connection for the first time. And as the program expands, we hope to bring this to more and
more people -- creating opportunities that simply did not exist before for millions of people, all around the world.
Moonshots
The idea of trying new things is reflected in some of our new, ambitious projects both within Google and Other
Bets. Everything might not fit into a neat little box. We believe that is exactly how to stay relevant. Many companies
get comfortable doing what they have always done, making only incremental changes. This incrementalism leads to
irrelevance over time, especially in technology, where change tends to be revolutionary, not evolutionary. People
thought we were crazy when we acquired YouTube and Android, and when we launched Chrome. But as those efforts
have matured into major platforms for digital video and mobile devices, and a safer, popular browser, respectively, we
continue to look towards the future and continue to invest for the long-term.