Understanding where your ad dollars go is essential for evaluating performance, transparency, and accountability.
Google’s non-transparent media accounts for $254 billion in global ad revenue, an increase of $48 billion over the last three years. Yet much of that revenue is reported at a high level, making it challenging for marketers to fully assess how advertising investments are allocated across the business.
In this updated analysis, VAB examines Google’s latest 10-K filing to provide greater clarity around how advertising revenue is categorized — and what that means for marketers.
What's inside the report?
- The revenue allocation by segment across Google Search, Google Network & YouTube
- What this allocation means for ad campaign transparency
- The questions marketers should be asking their media partners for complete campaign transparency
Why download?
As media investments continue to grow, marketers need clear visibility into where dollars are going and how platforms report revenue.
This report provides context and analysis to help marketers:
- Better understand financial reporting disclosures
- Strengthen accountability conversations
- Ask more informed questions of media and platform partners
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