🔊 YouTube exceeds Amazon's full-year ad revenues

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Plus, Salesforce acquired Evergage, a personalization CDP.

Feb 05, 2020

Good morning marketers, surprised by YouTube’s ad revenue report?

We always knew what a massive revenue driver YouTube was and is. Now, Google has officially confirmed it. Google parent Alphabet finally broke out YouTube’s ad revenues for the first time in its Q4 and 2019 full-year earnings report. Total revenues for Alphabet reached nearly $162 billion, with Google advertising revenues accounting for $134.8 billion, and YouTube around $15 billion for the year – exceeding even Amazon’s full-year ad revenues.

Salesforce has acquired Evergage, a real-time personalization and customer data platform (CDP), the companies announced on Monday. While Salesforce recently entered into the CDP space with the launch of its own 360 Audiences, the move to bring Evergage’s technology into the fray likely has more to do with delivering personalized experiences than its CDP offering. Evergage, which provides machine learning personalization capabilities, aims to help marketers create relevant experiences throughout the entire customer journey — an offering that will likely boost Salesforce’s current Marketing Cloud applications.

Have you taken our MarTech Career Survey yet? If not, we’d love for you to weigh in. It takes five minutes to complete and will give us a deeper understanding of the roles that shape today’s martech organizations. We’ll be sharing the results as soon as we’ve analyzed the survey findings.

Keep scrolling for more insights, including why content audits are important for marketers, and an update on Facebook’s latest moves.

Taylor Peterson,
Deputy Editor

Pro Tip

Here’s why content audits are so important

“If it’s been a while since older posts on your site have been updated, it may be time to conduct a content audit,” explains Justine Rabideau of HawkSEM. “Content revitalization should never be a one-and-done process. Here’s how you need to review your content:”

Create a list of all URLs into a spreadsheet. Use Google Analytics to determine how much traffic comes to your site. Also, check how many backlinks each post has. Identify pages with “thin content.” Identify posts with duplicate or similar topics, then determine if they should be combined into one longer authoritative post or if one should be removed completely. Identify posts with outdated content. Don’t forget to redirect posts removed from the site to avoid 404 errors. Repeat this process on a regular basis (annual or bi-annual) to keep your content relevant.

Learn more »

How to Choose the Right SEO Vendor

When selecting an SEO vendor, it’s important to look under the hood and see what a company is really doing when optimizing a website and how they can support your company. This white paper from Boostability takes a deep dive into two specific things you need to know about and look for when choosing an SEO vendor.

Read more »

Facebook Shorts

Facebook introduces a new Messenger API for businesses, child safety tools for parents, and adds former Dropbox CEO to the board of directors

Follow-up alerts on Messenger. Facebook has introduced a One-Time Notification API (beta), allowing businesses to send follow-up alerts to customers through Messenger. In December, the company announced plans to roll out the API to support valuable use cases like price drop alerts, back-in-stock alerts, and other important follow-ups that people have requested notifications.

New child safety features. Facebook has rolled out additional tools and features for parents to manage their child’s experience in Messenger Kids. The new tools give parents access to their children’s recent contacts and chat history, a log of images exchanged in a chat, a list of reported and blocked contacts – among others. The updated features can be found in the Messenger Kids Parent Dashboard in the Facebook iOS and Android apps.

Drew Houston joins Facebook board. Facebook announced Monday that Drew Houston, co-founder and CEO of Dropbox, has been appointed to the company’s board of directors, effective immediately. Mark Zuckerberg of Facebook said, “Drew brings valuable perspective to our board as a leader of a technology company with services used by millions of people and businesses. He thinks deeply about where technology is going and how to build a culture that delivers services that always work well.”

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