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Google-AVA Google AdWords Video Advertising

Exam Detail:
The Google AdWords Video Advertising certification exam assesses an individual's knowledge and skills in creating, managing, and optimizing video ad campaigns using Google AdWords. Here are the exam details for the Google AdWords Video Advertising certification:

- Number of Questions: The exact number of questions may vary, but the exam typically consists of multiple-choice and true/false questions.

- Time Limit: The time allotted to complete the exam is 90 minutes.

Course Outline:
The course outline for the Google AdWords Video Advertising certification covers various key areas related to video ad campaign management. The topics typically included in the course outline are as follows:

1. Introduction to Video Advertising:
- Understanding the benefits of video ads and their role in advertising campaigns.
- Different types of video ads and their formats.
- Setting up a YouTube channel and linking it to Google AdWords.

2. Creating and Managing Video Campaigns:
- Setting campaign goals and objectives.
- Creating video ad campaigns and ad groups.
- Configuring targeting options, such as demographics, interests, and remarketing.

3. Ad Formats and Creative Best Practices:
- Creating compelling video ad content.
- Understanding the different ad formats, including TrueView in-stream and video discovery ads.
- Optimizing video ad creative, including video length and call-to-action overlays.

4. Campaign Optimization and Performance Measurement:
- Utilizing targeting and bidding strategies to optimize campaign performance.
- Monitoring and analyzing video ad campaign metrics.
- Using YouTube analytics and AdWords reporting to assess campaign success.

5. Advanced Video Advertising Strategies:
- Implementing remarketing and audience targeting for video campaigns.
- Utilizing video ad sequencing to tell a story across multiple ads.
- Leveraging YouTube's ad formats and features for maximum impact.

Exam Objectives:
The objectives of the Google AdWords Video Advertising certification exam are as follows:

- Assessing candidates' understanding of video ad concepts, strategies, and best practices.
- Evaluating candidates' proficiency in creating, managing, and optimizing video ad campaigns.
- Testing candidates' knowledge of targeting options, ad formats, and campaign performance measurement.

Exam Syllabus:
The specific exam syllabus for the Google AdWords Video Advertising certification may cover the following topics:

1. Video Advertising Fundamentals:
- Introduction to video ads and their benefits.
- Setting up a YouTube channel and linking it to Google AdWords.
- Overview of video ad formats and targeting options.

2. Video Campaign Creation and Management:
- Defining campaign goals and objectives.
- Creating video ad campaigns and ad groups.
- Configuring targeting options, including demographics, interests, and remarketing.

3. Video Ad Formats and Creative Best Practices:
- Creating effective video ad content.
- Understanding the different ad formats, such as TrueView in-stream and video discovery ads.
- Optimizing video ad creative for maximum impact.

4. Campaign Optimization and Performance Measurement:
- Utilizing targeting and bidding strategies to optimize campaign performance.
- Monitoring and analyzing video ad campaign metrics.
- Using YouTube analytics and AdWords reporting to assess campaign success.

5. Advanced Video Advertising Strategies:
- Implementing remarketing and audience targeting for video campaigns.
- Utilizing video ad sequencing to tell a story across multiple ads.
- Leveraging YouTube's ad formats and features for advanced targeting and engagement.
Google AdWords Video Advertising
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Question: 107
TrueView in-display video ads run on:
A. YouTube video and search pages and the Display Network
B. The YouTube Network
C. The Display Network
D. The Search Network and the Display Network
Answer: A
Question: 108
The initial remarketing list size for video campaigns includes users from the past:
A. You cant include visitors from past days
B. 15 days
C. 540 days
D. 30 days
Answer: D
Question: 109
If an advertiser adds affinity audiences and topics to the same targeting group, a TrueView ad will show:
A. on targeted topics and affinity audiences
B. only on targeted topics
C. only on targeted affinity audiences
D. only when targeted topics and affinity audiences match
Answer: A
Question: 110
If your client wants to pay only when someone views an ad, you should use:
A. Text ads
B. TrueView in-stream ads
C. Viewable cost-per-thousand-impressions (vCPM) bidding
D. YouTube homepage ads
Answer: B
Question: 111
Which is a best practice for a successful TrueView in-stream ad?
A. Include a strong call-to-action so the viewer knows what to do
B. Add a frequency cap
C. All of the listed answer are correct
D. Use at least 3 types of targeting to find out which performs best
Answer: C
Question: 112
Video advertising on YouTube lets you:
A. pay a single monthly fee
B. use pay-per-report analytics and pay for click-throughs only
C. use pay-per-report analytics and pay a single monthly fee
D. use free video analytics
Answer: B
Question: 113
Which of these remarketing lists can be used for a video campaign?
A. People who clicked the +1 button on the advertisers Google+ page
B. All of the listed answers are correct
C. People who watched certain videos on the advertisers YouTube channel
D. People who skipped the advertisers TrueView in-stream ads
Answer: C
Question: 114
An advertiser can:
A. remarket video ads from the Search Network on the Display Network
B. optimize remarketing by raising bids on topics or channels that generate the greatest ad response
C. target viewers who are watching competitors ads on YouTube
D. combine an AdWords remarketing list with a Masthead ad unit
Answer: A
Question: 115
The standard companion banner size for TrueView in-stream ads on YouTube is:
A. 30080
B. 30060
C. 300600
D. 300250
Answer: D
Question: 116
You can see average video-view duration metrics in:
A. reports in AdWords
B. the "Campaigns" tab in AdWords
C. the "Audience retention" tab in YouTube Analytics
D. Google Analytics
Answer: C
Question: 117
With a Masthead ad, an advertiser can reserve:
A. The YouTube homepage
B. Specific videos
C. YouTube search pages
D. Specific channels
Answer: A
Question: 118
Video ads can appear on:
A. All of the listed answers are correct
B. Specific YouTube videos
C. Specific YouTube channels
D. Websites on the Display Network
Answer: A
Question: 119
If your client wants a specific reach for a specific price on YouTube, you should use:
A. placement targeting
B. TrueView videos ads
C. affinity audiences
D. reservation buying
Answer: D
Question: 120
Whats needed for an advertiser to set up a video ad campaign?
A. D. YouTube video
B. A conversion rate of at least 5% on the Search Network
C. A base AdWords budget in addition to pay-per-click costs
D. A YouTube video
Answer: D
Question: 121
Video remarketing is a way to optimize:
A. cost-per-view (CPV) bidding strategies
B. video campaigns
C. bidding strategies
D. conversions
Answer: A
Question: 122
Frequency capping counts include:
A. only impressions that were viewable
B. only impressions that led to clicks
C. all impressions, including those that werent viewable
D. All impressions appearing in an ad position of "1"
Answer: A
Question: 123
Which devices can an advertiser target with a mobile video Masthead?
A. Android only
B. Mobile only
C. Tablet only
D. Both mobile and tablet
Answer: D
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Google Advertising study help - BingNews https://killexams.com/pass4sure/exam-detail/Google-AVA Search results Google Advertising study help - BingNews https://killexams.com/pass4sure/exam-detail/Google-AVA https://killexams.com/exam_list/Google What Are Good Google Ads Benchmarks In 2023? [STUDY] (Festive Flashback)

Celebrate the Holidays with some of SEJ’s best articles of 2023.

Our Festive Flashback series runs from December 21 – January 5, featuring daily reads on significant events, fundamentals, actionable strategies, and thought leader opinions.

2023 has been quite eventful in the SEO industry and our contributors produced some outstanding articles to keep pace and reflect these changes.

Catch up on the best reads of 2023 to give you plenty to reflect on as you move into 2024.


“Is this a good click-through rate for our campaigns?”

“Why is our cost per conversion high? Is this in line with our competitors?”

“What’s a good conversion rate?”

“Why was performance down yesterday?”

How many times do you get asked these questions in a week? A month?

Nothing’s more frustrating than getting these questions from your C-suite team without having data to back them up. Or, you have outdated data that is not useful in today’s advertising world.

Keeping up-to-date on industry Google Ads benchmarks is crucial to help answer these questions for your business.

Wordstream by LocaliQ recently published its Search Advertising benchmarks for 2023.

The data consists of data points from thousands of campaigns in both Google and Microsoft Ads for the top 20 industries. Some of the top industries include:

  • Arts & Entertainment.
  • Automotive.
  • Education.
  • Finance & Insurance.
  • Health & Fitness.
  • Home Improvement.
  • Shopping & Retail.
  • Travel.

While these benchmarks are a starting point, it’s important to note that many factors go into setting benchmarks that are attainable for your business.

We hope this data is useful for you to help level-set expectations and goals for your business, and get a sense of how you stack up to the competition.

In this report, you’ll find benchmarks for Search campaigns in Google & Microsoft Ads for:

  • Click-through rate (CTR).
  • Average cost-per-click (CPC).
  • Conversion rate (CVR).
  • Cost per acquisition (CPA).

Let’s dig into the data.

Average Click-Through Rate In Google & Microsoft Ads By Industry

The average click-through rate across all industries sat between 3-5% in 2023.

In LocaliQ’s data, the industries it pooled together outperformed that CTR, averaging over 6%.

Compared to when the company first started gathering data in 2015, the average CTR for Search ads was minimal at 1.35%.

The business category that boasted the highest CTR was Arts & Entertainment, with an astounding 11.78% CTR.

At the other end of the spectrum was Attorneys and Legal Services at a 4.76% CTR.

The CTR metric should be analyzed as only one indicator of performance, not the end-all-be-all when trying to determine if your ads are doing well.

Many factors can influence CTR, including:

  • Your competition (Is the SERP saturated?).
  • Your bidding strategy.
  • Your position on the results page.
  • Your ad copy relevancy.
  • Your audience targeting.

When analyzing your ads, Google gives you indicators of performance within your Quality Score. If your average CTR is below your peer set in your industry, Google will let you know.

When optimizing your Search Ads, make sure you’re taking a look at levers outside of just ad copy.

Average Cost-Per-Click In Google & Microsoft Ads By Industry

While the Attorneys and Legal Services showcased the lowest CTR, it also boasted the highest average CPC. In 2023, the average CPC for this industry came in at $9.21.

This average is unsurprising, given the higher-than-average cost of acquiring a customer.

On the lower end of the spectrum, Real Estate and Arts & Entertainment industries had the lowest average CPC at $1.55.

Similar to analyzing the CTR metric, average CPC is just one performance indicator.

For example, your ads may show a low average CPC and a low CTR. This could mean your bids aren’t high enough to be competitive in the market, and you may want to consider raising bids.

On the other hand, if you have a higher-than-average CPC, you’ll want to monitor these more closely to ensure you can prove your return on ad spend/investment.

Average Conversion Rates In Google & Microsoft Ads By Industry

The average conversion rate is calculated from the number of leads/sales you get divided by the number of clicks from your ad.

When looking at the data from 2023, the average conversion rate varied highly across industries.

On the high end of performance, Animals & Pets had the highest conversion rate at 13.41%, followed by Physicians and Surgeons at 13.12%.

The industries that had the lowest conversion rate included:

  • Apparel/Fashion & Jewelry: 1.57%
  • Furniture: 2.57%
  • Real Estate: 2.88%

When looking at these industries and the products they sell, these conversion rates make sense.

Furniture is a high-ticket item for many customers. Users do a lot of research online before making a purchase. Not only that, but because of the price tag, many customers end up purchasing in stores instead of online.

While the conversion rate may be low in this particular industry, it’s more important than ever to be able to measure offline conversions, such as in-store visits or purchases.

In the apparel industry, new brands seem to pop up every day.

If you do a simple search for Nike sneakers, the number of sellers and resellers for these types of products has skyrocketed in recent years.

The amount of competition can directly contribute to a low (or high) conversion rate.

Average Cost Per Acquisition In Google & Microsoft Ads By Industry

The average cost per acquisition is a core KPI that advertisers should keep a pulse on when analyzing performance.

It’s no surprise that certain industries have a much higher CPA compared to other industries. Some of the factors that can influence CPA include:

  • Average CPC.
  • Average CTR (this influences your CPC).
  • Audience targeting.
  • Conversion rate.
  • The type of product/service you’re selling.

The Careers & Employment industry had the highest CPA out of all industries at a whopping $132.95.

This is not surprising considering the possible barriers to entry during economic volatility.

In the past 12-16 months, many businesses have been forced to lay off a portion of their employees.

On the other hand, many workers are voluntarily leaving their professions to switch companies, start their own businesses, or simply take time off.

Those factors together can result in the high CPA in the Careers & Employment industry.

However, while the CPA may be high, many businesses in that industry find that well worth the investment, considering their return on each employee.

Those industries with lower-priced products and services likely have a lower CPA goal.

The industries that showed the lowest CPA in 2023 were Automotive Repair, Services & Parts at $21.12, followed by Animals & Pets at $23.57.

Compared to last year’s data, 21 out of the 23 industries reported an increase in CPA.

As mentioned above, such a large fluctuation in CPA could be due to the record inflation and economic instability of the past few years.

Summary

If you find yourself on the lower end of the spectrum compared to others in your industry, don’t fret!

These benchmarks are meant to be a guidepost for you.

If you’re struggling to improve campaign performance, try following the tips below:

  • #1: Set the right (and realistic) goals for your campaigns.
  • #2: Test out other search engines besides Google.
  • #3: Choose the right budget(s) for your campaigns.
  • #4: Invest in a good keyword strategy.
  • #5: Focus on your landing page strategy and ad optimization.
  • #6: Don’t forget about the mobile experience!

Make sure to check out Wordstream by LocaliQ’s full report on benchmarks and tips to improve your campaigns.

More resources:


Featured Image: VideoFlow/Shutterstock

Mon, 25 Dec 2023 19:15:00 -0600 en text/html https://www.searchenginejournal.com/what-are-good-google-ads-benchmarks-in-2023-study-festive-flashback/502148/
Google Is Finally Killing Cookies. Advertisers Still Aren’t Ready. No result found, try new keyword!Starting Thursday, Google will start a limited test that will restrict cookies for 1% of the people who use its Chrome browser, which is by far the world’s most popular. By year’s end, Google plans to ... Wed, 03 Jan 2024 20:30:00 -0600 en-us text/html https://www.msn.com/ Google: Time To Load Up (Upgrade)
Sen. Charles Schumer Opens Google"s New Offices In New York City

Spencer Platt/Getty Images News

Investment thesis

When I wrote my initial thesis about Google (NASDAQ:GOOGL), I was cautious, and that did not age well as the stock outperformed the broader U.S. market since mid-May. A lot happened since then, and today, I want to update my thesis

Thu, 04 Jan 2024 21:30:00 -0600 en text/html https://seekingalpha.com/article/4661203-google-time-to-load-up
Google's Cookie Crumble: How A Browser Update Could Reshape $600B Ad World No result found, try new keyword!Despite Google introducing tools to help ... Bayer Study On Parkinson's Disease Gene Therapy Succeeds In Early-Stage Trial Anthony Katsur, CEO of the IAB Tech Lab, criticizes the timing of the total ... Thu, 04 Jan 2024 08:30:00 -0600 en-us text/html https://www.msn.com/ Google makes deal in lawsuit over ‘potentially embarrassing’ Incognito mode data grab

Google has reached a deal in a class-action lawsuit accusing it of making an Orwellian grab of “potentially embarrassing” data from tens of millions of people using the company’s “Incognito mode” and other private browsing, according to a court filing.

The three Californians and two others who sued the Mountain View digital-advertising giant on behalf of themselves and legions of other internet users in 2020 claimed the firm captured the data despite saying it would not.

Google, in a bid last year to get the case thrown out, argued in a court filing that it “never made any such promise.”

The plaintiffs were seeking for themselves and other affected internet users the return of what they claim are billions of dollars in profits Google made from the browsing data, plus unspecified damages of more than $5,000 for each plaintiff and affected user. In December 2022, a judge denied the plaintiffs’ attempt to entitle tens of millions of users to receive damages in the case.

The terms of the settlement, which must be approved by a judge, were not revealed in the joint court filing last week by both sides informing the court about the deal. Two days after the filing, Judge Yvonne Gonzalez Rogers cancelled the trial planned for Jan. 29.

The lawsuit filed in Oakland U.S. District Court alleged that Google’s data practices gave it and its employees “power to learn intimate details about individuals’ lives, interests, and internet usage.” The company, the lawsuit claimed, “knows who your friends are, what your hobbies are, what you like to eat, what movies you watch, where and when you like to shop, what your favorite vacation destinations are, what your favorite color is and even the most intimate and potentially embarrassing things you browse on the internet — regardless of whether you follow Google’s advice to keep your activities ‘private.’”

“Google has made itself an unaccountable trove of information so detailed and expansive that George Orwell could never have dreamed it.”

In August, Gonzalez Rogers issued an order agreeing with the plaintiffs that anyone using Incognito mode in Google’s Chrome browser could reasonably deduce from the opening screen that Google would not take their data. The company’s “Search & Browse Privately” help page — for users of Chrome and other browsers including Safari — said, “you’re in control of what information you share with Google when you search,” the judge noted.

Although Google had represented publicly since mid-2016 that it would not collect user information during purportedly private browsing, Gonzalez Rogers wrote that the firm “did so anyway, collecting, aggregating, and selling plaintiffs’ private browsing data without their consent.”

Even when people used private modes or Incognito in other companies’ browsers, when they visited a website using Google services, the company’s software directed the user’s browser “to send a separate communication to Google,” Gonzalez Rogers wrote in her August order.

Google and the plaintiffs — Chasom Brown, Christopher Castillo and Monique Trujillo of California, William Byatt of Florida and Jeremy Davis of Arkansas — earlier agreed that the class of people using private browsing modes since mid-2016 numbers in the tens of millions, the judge noted in an earlier order.

The plaintiffs claimed that Google linked users’ private browsing history to the user profiles the company builds for targeted advertising. Google denied making those connections, Gonzalez Rogers said.

Evidence submitted by the plaintiffs included internal Google communications stating that Google stores users’ regular and private browsing data in the same logs, uses those “mixed logs” to send users personalized ads, and that even if individual data points are anonymous on their own, that Google could aggregate them to identify specific users with a high probability of accuracy, the judge wrote.

Google in a court filing last year argued that its privacy policy “expressly disclosed” the ways data would be collected and used, and that the plaintiffs agreed to it.

In a statement to this news organization last year, Google said it strongly disputed the lawsuit’s claims. The firm said Incognito in Chrome gave users “the choice to browse the internet without (their) activity being saved to (their) browser or device,” but declined to address the claims that the company could identify users by mixing private and ordinary browsing data.

Gonzalez Rogers in a December 2022 ruling cited evidence introduced by Google indicating users’ awareness of the company’s private-browsing data harvesting varied widely. The judge declined to allow tens of millions of users to be certified as a class for the purpose of receiving any damages payments. But Gonzalez Rogers did certify those users as a class regarding the plaintiffs’ demand for a court order barring Google from “intercepting, tracking, or collecting” data from users’ private browsing.

The joint court filing last week said Google and the plaintiffs reached the deal through mediation, and that they expected to present the settlement agreement for court approval by late February.

Thu, 04 Jan 2024 06:42:00 -0600 Ethan Baron en-US text/html https://www.dailynews.com/2024/01/04/google-makes-deal-in-multi-billion-dollar-lawsuit-over-potentially-embarrassing-incognito-mode-data-grabbing/
Study shows TikTok, Facebook, and YouTube are making billions in ad revenue from kids Your browser is not supported | usatoday.com
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Yes, scammers can use Google search ads to redirect to scam websites

Scammers can disguise malicious links within ads at the top of Google search results, even though it violates the company’s rules. Here’s what to look out for.

Many people know to be wary of scams, malware and phishing links hidden in emails and text messages. 

But what about the sponsored links at the top of a Google search? Do you have to be cautious of which links you click on, even if the URL in the search result looks legitimate? Some people are claiming in social media posts that scammers can create Google ads that appear to link to a legitimate website, but actually redirect users to a scam website.  

THE QUESTION

Can scammers use Google ads to redirect people to a website different from the one displayed on the ad?

THE SOURCES

THE ANSWER

Yes, scammers can use Google ads to redirect people to a website different from the one displayed on the ad, although it is a violation of Google’s ad policy.

WHAT WE FOUND

When you search for something on Google, you will often see results labeled “Sponsored” at the top of the page. These are ads that companies, organizations and individuals have paid Google to promote at the top of certain searches. Each ad displays a URL to the website it’s supposed to link to below the company’s name.

While it is against Google’s ad policies, scammers can use Google ads to display a seemingly trustworthy URL on a sponsored search result link that then redirects people to an entirely different and possibly malicious website.

In December 2022, the FBI warned people that scammers were using search engine ads like those on Google to impersonate brands and direct users to malicious websites. Google and cybersecurity companies refer to this malicious advertising practice as “malvertising.” 

A recent example of this kind of malvertising involves scammers impersonating Zoom, the video conferencing app, according to cybersecurity company Malwarebytes. Scammers bought ads displaying the https://www.zoom.us/ URL, which is Zoom’s actual website, but instead redirected people to fake lookalike websites with URLs ending in “onelink[.]me.” The malicious websites then told its victims to download malware under the guise of a Zoom download.

A Google spokesperson confirmed to VERIFY that malicious ads like these violate its ad policy.

“We do not allow advertisers to use cloaking techniques in their ads that interfere with Google’s review systems, or hides or attempts to hide non-compliance with Google Ads policies,” the spokesperson said. “We also do not allow advertisers to spread malicious software via Google Ads.”

Google reviewed the fake Zoom ads and are removing those in violation of its ad policies, the spokesperson said.

Not all ads that redirect users to different URLs are malicious, and Google ads do allow advertisers to redirect users in specific ways. One reason an advertiser might do this is so they can display a simple, easy-to-read URL within an ad that takes the user to a more specific URL within that same website, a Google Ads Help page explains.

But Google requires ads to accurately reflect which app or website the user is being directed to when they interact with an ad, the Google spokesperson said.

The search engine does frequently take down malicious ads when they find them. In 2022, Google blocked or removed 1.36 billion ads for abusing its ad network, according to the annual Google Ads Safety report.

A person can report an ad they suspect is malicious to Google’s ad safety team, the Google spokesperson said. This can be done by clicking the three dots that appear next to the ad and then clicking the “report this ad” button. Google will prompt you to complete a short form upon doing so.

“After completing this, our reviewers will take a look at the ad and remove it from our platform if it violates our policies,” the spokesperson said. 

The best way to avoid falling victim to this kind of scam is to never click the ad links at the top of Google’s search results, Malwarebytes and other cybersecurity companies say. Instead, just type in the official URL yourself if you know it or click a search result that isn’t an ad. 

If you do click on the link in a search ad, double-check the URL once you’re there to make sure it’s not mispelled or otherwise different from the real site.

“Sometimes ads are compliant to the best of our knowledge, but then users have a negative experience when they go to the website and are asked to share passwords, logins, or financial information,” the Google spokesperson said. “Users should always use caution and verify the URL is accurate before sharing personal information.”

Victims of malicious Google search ads can report the fraud to their local FBI field office at www.fbi.gov/contact-us/fieldoffices, the FBI says. You can also report fraudulent or suspicious activities to the FBI Internet Crime Complaint Center at www.ic3.gov

The VERIFY team works to separate fact from fiction so that you can understand what is true and false. Please consider subscribing to our daily newsletter, text alerts and our YouTube channel. You can also follow us on Snapchat, Instagram, Facebook and TikTok. Learn More »

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Study: Social media companies made $11 billion in ad revenue from minors

By Barbara Ortutay and Haleluya Hadera | Associated Press

Social media companies collectively made over $11 billion in U.S. advertising revenue from minors last year, according to a study from the Harvard T.H. Chan School of Public Health published on Wednesday.

The researchers say the findings show a need for government regulation of social media since the companies that stand to make money from children who use their platforms have failed to meaningfully self-regulate. They note such regulations, as well as greater transparency from tech companies, could help alleviate harms to youth mental health and curtail potentially harmful advertising practices that target children and adolescents.

To come up with the revenue figure, the researchers estimated the number of users under 18 on Facebook, Instagram, Snapchat, TikTok, X (formerly Twitter) and YouTube in 2022 based on population data from the U.S. Census and survey data from Common Sense Media and Pew Research. They then used data from research firm eMarketer, now called Insider Intelligence, and Qustodio, a parental control app, to estimate each platform’s U.S. ad revenue in 2022 and the time children spent per day on each platform. After that, the researchers said they built a simulation model using the data to estimate how much ad revenue the platforms earned from minors in the U.S.

Researchers and lawmakers have long focused on the negative effects stemming from social media platforms, whose personally-tailored algorithms can drive children towards excessive use. This year, lawmakers in states like New York and Utah introduced or passed legislation that would curb social media use among kids, citing harms to youth mental health and other concerns.

Meta, which owns Instagram and Facebook, is also being sued by dozens of states for allegedly contributing to the mental health crisis.

“Although social media platforms may claim that they can self-regulate their practices to reduce the harms to young people, they have yet to do so, and our study suggests they have overwhelming financial incentives to continue to delay taking meaningful steps to protect children,” said Bryn Austin, a professor in the Department of Social and Behavioral Sciences at Harvard and a senior author on the study.

The platforms themselves don’t make public how much money they earn from minors.

Social media platforms are not the first to advertise to children, and parents and experts have long expressed concerns about marketing to kids online, on television and even in schools. But online ads can be especially insidious because they can be targeted to children and because the line between ads and the content kids seek out is often blurry.

In a 2020 policy paper, the American Academy of Pediatrics said children are “uniquely vulnerable to the persuasive effects of advertising because of immature critical thinking skills and impulse inhibition.”

“School-aged children and teenagers may be able to recognize advertising but often are not able to resist it when it is embedded within trusted social networks, encouraged by celebrity influencers, or delivered next to personalized content,” the paper noted.

As concerns about social media and children’s mental health grow, the Federal Trade Commission earlier this month proposed sweeping changes to a decades-old law that regulates how online companies can track and advertise to children. The proposed changes include turning off targeted ads to kids under 13 by default and limiting push notifications.

According to the Harvard study, YouTube derived the greatest ad revenue from users 12 and under ($959.1 million), followed by Instagram ($801.1 million) and Facebook ($137.2 million).

Instagram, meanwhile, derived the greatest ad revenue from users aged 13-17 ($4 billion), followed by TikTok ($2 billion) and YouTube ($1.2 billion).

The researchers also estimate that Snapchat derived the greatest share of its overall 2022 ad revenue from users under 18 (41%), followed by TikTok (35%), YouTube (27%), and Instagram (16%).

Wed, 27 Dec 2023 06:35:00 -0600 The Associated Press en-US text/html https://www.eastbaytimes.com/2023/12/27/study-social-media-companies-made-11b-in-ad-revenue-from-minors/
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