Fox News article The search engine giant and Facebook are sharing data to reduce ad spend and save money for advertisers, according to the company’s chief financial officer.
Mark Zucman, chief executive of Google, said in a conference call Thursday that the company was sharing its search engine algorithm with companies to speed up the search for advertising.
The data sharing is part of Google’s effort to improve its search performance and boost ad revenue.
The companies have previously shared data on how ads are delivered to users.
Zucmans presentation said that Google is using algorithms to help it target the ads to the most relevant audiences in search.
“We believe that by sharing the algorithm with the largest and most relevant advertisers in the world, we can make a significant contribution to the reduction in ad spending and the savings that we can reap through our advertising,” Zucson said.
Zucman said the sharing of search engine data is part a broader effort to get more consumers to buy from companies that use their services, like Facebook and Google.
Google is also working to increase its ability to target ads on its own sites.
The search giant has been trying to expand its ability of targeting ads to more people through partnerships with local businesses.
Zuccman said Google is exploring other options to get people to click on ads for those businesses.
Facebook and Twitter also announced in February that they would share data with the search giant.
Facebook is working to improve the search algorithm in order to get users to click more on ads.
Twitter is also looking to improve user experience and improve ads.