In the court of Internet advertising, sometimes it’s hard to be the king.

Long the reigning champion of online search advertising, Google faces a persistent headache: Consumers are increasingly moving from desktop computers to smartphones and tablets, where the desktop advertising formats of old are not as alluring because of the screen-size restrictions of mobile. And as mobile ads increasingly become a larger part of its business, Google is less able to charge the same premiums that it has for its lucrative desktop ad business.

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