At a Google press event this week, the company unveiled ambitious plans for expansion.
People often think of Google (GOOG) as a search company. While certainly the biggest search company in the world, it's what Google does with its search technology that makes it
the cash-belching behemoth it is.
Google's robust display advertising pays the bills, and that is the lion's share of what they plan on rapidly expanding in the next few years.
Neal Mohan, Google's Vice President of Product Management, said that display advertising is a $20 billion business right now. But there is no reason that growth can't go to $40, $60, $80 billion and more in the coming years.
Why isn't it that big yet? Inefficiencies. Publishers can't reach their exact target audience and have a tough time getting their creative content through the process towards potential customer's eyes. Google, hoping to make advertising easier for publishers, recently consolidated its advertising businesses under one Google Display brand.
As ads become more effective, they become more valuable to advertisers and Google makes more money. A virtuous cycle, Google hopes.
Google sees three big areas of growth over the next few years, according to Henrique de Castro, vice president of global media and platforms:
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