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Google, a tech giant operating in the world’s digital playground is reportedly planning a significant restructure of its colossal 30,000-person ad sales unit. Addressing big customers in America, Sean Downey, the man in charge of Google’s ad sales team, exposed plans to remodel the group during a recent department-wide meeting, according to an insider source.
The proposed changes announced by Downey may signal a crucial shift in Google’s business strategy. However, there was no mention of potential layoffs during the meeting. As the leading ad sales team in the business, this forthcoming reorganization of Google’s ad sales unit is set to shake up the department and potentially recalibrate their ad sales strategy.
Changes within Google’s ad sales unit reflect the evolving landscape of digital marketing and ad sales. This latest buzz from Google’s corner could be interpreted as a sign that the company is on a steady path toward full automation in its Google Ads. This move aligns with Google’s continued investment in AI and machine learning, which are said to facilitate increased ad purchasing and decrease human involvement in the process.
Search Engine Land reported that Google aims to leverage AI even further to improve its support in Google Ads. It is safe to say that while this shift may expedite processes, it could also present challenges for certain advertisers. Particularly those with smaller budgets could be at a disadvantage as they might lack the financial capacity to monitor and experiment with AI-mediated asset and budget variations.
Surprisingly, the rumors about the reshuffle are surfacing during a profitable period for Google. In October, the company reported a notable 11% year-on-year increase in overall revenue, aggregating at $76.7 billion in the third quarter. Ad revenue alone spilled from $54.5 billion to $59.65 billion, marking the highest total in that category in nine quarters. Given such a profitable streak, potential layoffs may come as a surprise.
Earlier in the year, however, Google’s CEO Sundar Pichai did announce a face-off with what he called “difficult news.” He informed his staff about letting go of 12,000 employees and contractors – approximately 5% of their total workforce. This move marked the company’s first round of mass layoffs. Despite such drastic measures, it’s important to note that at present, Google has not announced any layoffs linked with the ongoing restructure of the ad sales unit.
This year has been a roller-coaster ride for Google, with variations surfacing in the company’s workforce and strategic direction. As of now, there are confirmations only about the restructuring of the ad sales unit.
Substantial changes within this unit may alter the landscape of ad sales at Google. Nonetheless, in a constant race towards innovation and progress, such reshuffles are part of the deal. Navigating through this new terrain might be challenging for some, especially for those with lesser resources. However, it also affirms Google’s pivot to fully embrace the potential of AI and machine learning, possibly transforming the future of ad sales, making it smarter and more intuitive.
