<story><title>Alphabet Third Quarter 2021 Results [pdf]</title><url>https://abc.xyz/investor/static/pdf/2021Q3_alphabet_earnings_release.pdf</url></story><parent_chain><item><author>HWR_14</author><text>Once more, I don&amp;#x27;t understand how advertising revenue keeps growing. Once people install ad blockers, they don&amp;#x27;t typically remove them. And ad-blockers keep growing.&lt;p&gt;So who is actually seeing these ads? How can those numbers be going &lt;i&gt;up&lt;/i&gt;?&lt;p&gt;I understand, intellectually, that not everyone thinks like me. But I don&amp;#x27;t fundamentally understand why people allow ads on their devices when they can prevent it. Then again, I don&amp;#x27;t understand a lot of behaviors people exhibit.</text></item></parent_chain><comment><author>lotsofpulp</author><text>The price of the ads could be going up at a quicker rate, especially as more and more viewers from previous ad spending channels (such as TV channels) move to online options (such as Youtube).&lt;p&gt;Also, the number of people using ad blockers must be extremely low.  Even crazier, most people who I talk to about content blockers on iOS zone out of the conversation before I can even get to how easy it is.  They do not even care that much about the ads or notice how annoying they are.&lt;p&gt;Then again, many or most people still watch live sports and old school TV channels, which are chock full of ads.  I cannot even stand too obvious product placement, much less ad breaks.  So while I will go out of my way to remove ads from my life, there are probably 9 others who will not spend a single second thinking about it.</text></comment>
<story><title>Alphabet Third Quarter 2021 Results [pdf]</title><url>https://abc.xyz/investor/static/pdf/2021Q3_alphabet_earnings_release.pdf</url></story><parent_chain><item><author>HWR_14</author><text>Once more, I don&amp;#x27;t understand how advertising revenue keeps growing. Once people install ad blockers, they don&amp;#x27;t typically remove them. And ad-blockers keep growing.&lt;p&gt;So who is actually seeing these ads? How can those numbers be going &lt;i&gt;up&lt;/i&gt;?&lt;p&gt;I understand, intellectually, that not everyone thinks like me. But I don&amp;#x27;t fundamentally understand why people allow ads on their devices when they can prevent it. Then again, I don&amp;#x27;t understand a lot of behaviors people exhibit.</text></item></parent_chain><comment><author>vgeek</author><text>They can adjust Quality Score parameters or bid floors to increase the CPC and&amp;#x2F;or make ads look more like organic results to increase the ad CTR. Both will increase their earnings per pageview.&lt;p&gt;More auction participants mean higher bids.&lt;p&gt;Removing match types such as phrase, while automatically shifting phrase to broad modified helps increase their fill rate &amp;amp; number of participants per auction.&lt;p&gt;Eliminating second price proxy auctions in display ads (search likely soon to follow?) will likely yield measurable increases in CPC.&lt;p&gt;A few years back they went from up to 10 ads to 7 on most-- they have that dial to adjust if necessary.&lt;p&gt;Products like Google Shopping take up more and more space on the SERPs and are &lt;i&gt;typically&lt;/i&gt; pay to play. They have higher CTR due to carousel images &amp;amp; once you click into that ecosystem, nearly every click yields ad revenue.&lt;p&gt;Chrome behavior with URLs is conditioning users to search for brands (versus typing in the full domain name), who then have to pay to defend their brand terms from brand poachers.</text></comment>