I disagree with a lot of this post.
This analysis breaks down because the transition from IBM->Microsoft->Smartphone companies was because of newer and better technology. Native ads hardly fit this category.
In fact, if you think about it, search ads are native ads! Just like sponsored Buzzfeed articles, search ads on Google pretend to be content. In some ways, it's like they're the ultimate native ad because they're close to what you expected to see when you typed in that query. They aren't annoying, they're very relevant and they're easy to buy.
> IBM didn’t capitalize on PCs because their skills lay on the hardware side, not software. Microsoft didn’t capitalize on mobile because they emphasized compatibility, not the user experience. And now Google is dominant when it comes to the algorithm, but lacks the human touch needed for social or viral content.
Google has expanded way beyond search ads and everything in the internet is their batting zone. They own:
- DoubleClick, the biggest ad server on the Internet
- Youtube, the biggest platform for videos
- Display Network, the largest contextual network of display ads on the internet
Google isn't going away any time soon.
This analysis breaks down because the transition from IBM->Microsoft->Smartphone companies was because of newer and better technology. Native ads hardly fit this category.
In fact, if you think about it, search ads are native ads! Just like sponsored Buzzfeed articles, search ads on Google pretend to be content. In some ways, it's like they're the ultimate native ad because they're close to what you expected to see when you typed in that query. They aren't annoying, they're very relevant and they're easy to buy.
> IBM didn’t capitalize on PCs because their skills lay on the hardware side, not software. Microsoft didn’t capitalize on mobile because they emphasized compatibility, not the user experience. And now Google is dominant when it comes to the algorithm, but lacks the human touch needed for social or viral content.
Google has expanded way beyond search ads and everything in the internet is their batting zone. They own:
- DoubleClick, the biggest ad server on the Internet
- Youtube, the biggest platform for videos
- Display Network, the largest contextual network of display ads on the internet
Google isn't going away any time soon.