Google's advertising boss says that it won't sacrifice privacy to boost its slowing ads business

{1} Prabhakar Raghavan最近于去年10月转型为谷歌广告和商务产品负责人，他发现自己陷入了棘手的境地。在消费者对隐私的担忧似乎处于历史最高水平的时候，谷歌的赚钱广告业务显示出低迷的迹象。本周在谷歌营销直播 - 该公司为广告合作伙伴举办的年度活动 - 拉格万和他的团队公布了几个新的广告和商业产品试图在对广告商有用的同时兼顾消费者隐私之间取得平衡。“我不认为我的任何同事，或Sundar [Pichai]，或者我想到会有多少收入扣除，”Raghavan谈到他的团队围绕以隐私为重点的产品的重新设计。 “从长远来看，我们会考虑如何帮助我们取得成功。”访问Business Insider的主页了解更多故事。大约20年前，当Prabhakar Raghavan在斯坦福大学任教时，他被两名研究生Larry Page和Sergey Brin招募来帮助他们运营他们的搜索引擎创业公司。他拒绝了这个提议。 Raghavan对年轻创始人的回应：“你永远不会赚钱。”今天，Raghavan负责谷歌（价值7000亿美元以上）几乎所有的钱：广告。但Raghavan去年10月在为该公司领导Google Apps之后转型为广告主管，他发现自己处于棘手的情况。在消费者对隐私的担忧似乎处于历史最高水平的时候，谷歌的赚钱广告业务显示出低迷的迹象。在上一季度的财报电话会议上，谷歌公布的广告收入低于预期，表明对华尔街的担忧以及在盘后交易中股价下跌超过7％。为了在后剑桥Analytica气候中促进业务发展，Raghavan知道他不仅可以让广告商更多地访问用户信息。相反，他需要在广告客户需求和用户隐私之间找到适当的平衡。本周在Google Marketing Live--该公司为广告合作伙伴举办的年度活动--Raghavan及其团队推出了几款新的广告和商业产品，以帮助Google推广其与广告客户的业务，同时将其尊重隐私的信息传达回家。 “为了保持我们领域的领先地位，我们必须成为用户信任的领导者，”Raghavan本周在一次新闻发布会上表示。 “那是非常关键的。”事件发生几天后，报告显示Google中的某项功能会根据电子邮件收据记录用户的购买记录。谷歌表示，这些信息有助于创建个性化功能，例如在提供套餐时询问Google智能助理，而不是用于投放广告。尽管如此，谷歌记录其用户购买记录的消息让很多人感到意外，并强调了Raghavan和该公司在努力赢得消费者信任时所面临的挑战。在更多地方展示更多广告在本周的营销直播活动中谷歌的一系列发布和更新可能很容易丢失隐私第一口头禅。谷歌现在将首次在Discover上发布广告 - 这是Google的应用程序和移动网站首页上的中心社交Feed。去年9月，Google表示每月有8亿人使用该产品。本周还宣布，谷歌将使企业更容易在YouTube，发现和Gmail中的“促销”标签上投放单个广告系列。阅读更多：谷歌刚刚推出其最大的举措，即从Facebook和Pinterest窃取广告预算，并称其新广告每月可达到10亿眼球.Raghavan认为，更多广告不一定会侵犯用户隐私。他说，谷歌了解其用户的大部分信息都用于创造更好的“消费者体验”，而非用于创建个性化广告。 “数据的丰富性真正用于个性化消费者体验，远远超过用于广告的小部分，”Raghavan说。 “但这就是那种事情很难说清楚。人们并没有真正明白这一点。”也许，这种清晰度很难说明，因为对于谷歌而言，其广告产品与“消费者体验”之间的界限正在变得模糊。作为本周公告的一部分，这家科技巨头也发出了重大推动。进入在线零售，不仅允许用户通过其Google购物平台进行购物，还可以直接通过搜索，图片甚至YouTube上的广告进行购买。点击广告，查看Google.And，作为新发现的日志谷歌用户的购买历史显示，谷歌收集和组织了多少个人信息并不清楚，为什么。为未来建立拉格万本人对于破坏用户信任的长期影响并不陌生。谷歌一直在扫描Gmail收件箱，以获取可用于提供更多个性化广告的信息。谷歌在2017年由于隐私评论和企业的压力而推翻其业务，但是，正如Raghavan告诉我们的那样，骗局cerns今天仍然流连忘返。 “即使是消息灵通的朋友也会来找我说'你什么时候停止扫描我的云端硬盘广告'，”他说。当被问及对隐私的关注是否是最近收入减速的原因时，广告主管考虑了他的回应.Raghavan承认它对他的员工提出的要求。例如，为了遵守欧盟最近的数据保护法规（称为GDPR），Raghavan说它花费了“数百个工程年”。但最终，Raghavan表示，隐私优先的心态已经促使他的团队进行创新，并推出了新一代广告产品，这些产品是为今天的环境而打造的。在过去，广告负责人表示，公司可能会在创建更复杂的产品时投入“更多数据” - 比如了解买家的意图。但现在，通过更多的计算，大部分推论都成为可能。 “用更少的数据做更多事情”是Raghavan喜欢使用的一句话。 “我认为这对我们来说是件好事。它为这个人设定了良好的基调stry，”Raghavan谈到他的团队围绕以隐私为重点的产品的重新设计。“我不认为我的任何同事，或者Sundar [Pichai]，或者我认为会扣除多少收入。从长远来看，我们考虑这是如何帮助我们取得成功的。” {1}{0}{1}

Prabhakar Raghavan, who recently transitioned to his new role as Google's head of advertising and commerce products last October, finds himself in a tricky situation.At a time when consumer concerns over privacy are seemingly at an all-time high, Google's money-minting ads business is showing signs of sluggishness.This week at Google Marketing Live — the company's annual event for advertising partners — Raghavan and his team unveiled several new ad and commerce products that try to strike a balance between being useful to advertisers while also being respectful of consumer privacy.“I don't think any of my colleagues, or Sundar [Pichai], or I think of how much revenue will that deduct,” Raghavan said of his team's re-tooling around privacy-focused products. “We think about how this is setting us up for success in the long run.” Visit Business Insider's homepage for more stories.When Prabhakar Raghavan was teaching at Stanford University some 20 years ago, he was recruited by two grad students — Larry Page and Sergey Brin — to help run their search engine startup company. He turned down the offer. Raghavan's response to the young founders: “You'll never make any money.” Today, Raghavan is responsible for how Google — worth $700 billion-plus — makes almost all of its money: advertisements.But Raghavan, who transitioned to his new role as ads chief last October after leading Google Apps for the company, finds himself in a tricky situation. At a time when consumer concerns over privacy are seemingly at an all-time high, Google's money-minting ads business is showing signs of sluggishness. On last quarter's earnings call, Google announced slower than expected ad revenues, signaling concerns to Wall Street and sinking its stock more than 7% in after-hours trading. To boost business in a post-Cambridge Analytica climate, Raghavan knows he can't merely give advertisers more access to user information. Instead, he needs to find the right balance between advertiser demands and user privacy.This week at Google Marketing Live — the company's annual event for advertising partners — Raghavan and his team unveiled several new ad and commerce products to help Google boost its business with advertisers while driving home the message that it's respectful of privacy. “To remain the leader in our space, we'll have to be the leader in user trust,” Raghavan said at a press event this week. “That's super critical.” A few days after the event, reports emerged that a feature in Google keeps a log of users' purchases based on emailed receipts. Google said the information helps create personalized features, like asking Google Assistant when a package will be delivered, and is not used to serve ads. Still, news that Google was keeping a log of its users' purchases took many people by surprise and underscored the challenges facing Raghavan and the company as they try to earn consumers' trust. More ads in more places That privacy-first mantra can be easily lost in Google's barrage of launches and updates at this week's Marketing Live event. For the first time, Google will now allow ads on Discover — the social feed that's front-and-center on Google's apps and on the home page of its mobile website. Last September, Google said Discover had 800 million people using the product each month. Also announced this week, Google will make it easier for businesses to run single ad campaigns across YouTube, Discover, and the “promotions” tab in Gmail. Read more: Google just rolled out its biggest move yet to steal ad budgets from Facebook and Pinterest, and says its new ads can reach up to 1 billion eyeballs a monthRaghavan maintains that more ads aren't necessarily an infringement on user privacy. Most of the information Google knows about its users is used to create a better “consumer experience” rather than for creating personalized ads, he says. “The wealth of the data is really used for personalizing consumer experiences far more than the little fraction that's used for advertising,” Raghavan said. “But that's the kind of thing that very hard to articulate. People don't really get it.”Perhaps, the articulation is difficult because for Google, the line between its ad products and “consumer experiences” is being blurred. As part of its announcements this week, the tech giant also signaled a major push into online retail, allowing users to not only make purchases from its Google Shopping platform, but also directly from ads surfaced on Search, Images, and even, YouTube. Click on an ad, check out on Google.And, as the newly discovered log of Google users' purchase history shows, it's not always clear how much personal information is being collected and organized by Google, and why. Building for the futureRaghavan himself is no stranger to the long-lasting effects of breaching user trust. While under his watch, Google had been scanning Gmail inboxes for information that could then be used to serve more personalized ads. Google rolled back its practice in 2017 amid pressures from privacy critics and businesses, but, as Raghavan told us, the concerns still linger on today. “Even well-informed friends come to me and say, 'When are you going to stop scanning my Drive for advertisements,'” he said. When asked if a focus on privacy was the reason for the recent revenue slowdowns, the ads chief contemplated his response.Raghavan acknowledged the demands it has put on his staff. For instance, to comply with the European Union's recent data protection regulations, known as GDPR, Raghavan said it took “several hundred engineering years.” But ultimately, Raghavan said the privacy-first mentality has pushed his team to innovate and come up with a new generation of advertising products, built for today's landscape. In the past, the ads chief said the company might have thrown “more data” at creating more sophisticated offerings — like knowing a buyer's intent. But now much of those inferences are being made possible by more computing. “Doing more with less data” is a phrase Raghavan likes to use. “I think it's a good thing for us. It sets a good tone for the industry,” Raghavan said of his team's re-tooling around privacy-focused products. “I don't think any of my colleagues, or Sundar [Pichai], or I think of how much revenue will that deduct. We think about how this is setting us up for success in the long run.”

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