Ad Tech Briefing: Alphabet’s Q2 hints at ad tech’s declining profile in Google’s future

Google-parent Alphabet was the first large platform business to issue earnings in the current round of quarterly calls, with the latest disclosure indicating the online ad giant’s core priorities. More tellingly, the subsequent line of questioning from equities analysts hints at what Wall Street really cares about, and, going by last week’s showing, ad tech is (seemingly) in the rearview mirror for both parties. 

Despite Google experiencing two L’s in its antitrust travails over the past 12 months, one of which involves the potential breakup of its DoubleClick empire, Wall Street analysts posed more questions about Alphabet’s growth outlook for its nascent cloud business in light of AI infrastructure demand than they did about ad tech. 

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TikTok invests in growing team to build out search ads as spending grows

TikTok’s commerce play may be stalling but its search ambitions are only picking up speed. 

Just over a week ago, senior product strategy lead at TikTok, Nathan Barbagallo posted on LinkedIn that the platform is seeking a sales leader to join the TikTok search ads team in New York. 

The job spec for this role, which has a base salary between $146,700 to $256,500, states that the successful individual will “shape the go-to-market strategy and drive adoption of our search advertising solutions across our Enterprise business”. Additionally, there are currently 122 open vacancies to support TikTok search – whether on the sales, engineering or product teams, across its geographies.

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