> Ask any digital marketer, most of them see FB and Amazon as serving different purposes than what targeted search ads do. I'm very well aware of this, but thi

> Ask any digital marketer, most of them see FB and Amazon as serving different purposes than what targeted search ads do. I'm very well aware of this, but this doesn't necessarily mean that budget planning will be done completely independent across multiple different channels. We already have observed a significant fraction of search advertisements budget has been moved from Google to Amazon as Amazon becomes a more effective ads platform. In fact, nowaway this becomes a much more attractive option since Amazon now owns literally everything from advertisements, auction, optimization and measurements in a single platform. > in many areas with deep-pocketed investors who think they'll eventually turn profitable Google actually takes more than 100% of potential margin. Most of the Google's largest advertisers are big, conventional companies with a strong cash flow, not those burning the money from investors. They really care about incrementality, efficacy, measurement and performance. Sure, you can probably burn a few million dollars without a good reason but you cannot spend x100 like that.