The brain of Google's smart advertising

The American multinational Google, which was born as a search engine, is now the great dominator of online advertising. In 2018 it is expected to control more than 30% of the 260,000 million euros that will move the sector of Internet advertising in the world, according to a study by eMarketer. In these years, the company has experienced a spectacular mutation. When he was born in 1998, his goal was to bring order to all the information already circulating on the Net. However, in a short time he stopped being just that tool and has control of the online advertising market with Facebook (it is estimated that he controls a % in 2018).

Advertising is the central revenue of Google, and that is why it focuses its efforts on maximizing its profits. The objective is not to fall behind and overcome the problems that arise, which are not few. One of them is the fight against spam (damaging or unwanted advertising). "It is very important to avoid having this type of traffic to boost user confidence," explains Andres Ferrate, head of the area against spam in Google ads, at a meeting with journalists at the company's headquarters in Old continent, in Dublin.
In this headquarters of the multinational for Europe, Middle East and Africa (EMEA) you can breathe the atmosphere of Silicon Valley. The offices are formed by three buildings, joined by a bridge with glass sides that allows to see the passage of workers from the outside. Around 6,000 employees work there (out of the 14,000 that the company has in the EMEA area).

This space of Google also has options for the leisure of its workers, which makes them spend most of the day there. Places to eat and drink, music, a terrace on the top floor with views of the city and another outside, all dotted with objects with corporate colors. To this we must add a store with Google articles, a gym, a 25-meter-long pool and rooms for napping. Added to this is another important factor within the Google ecosystem: the pride of the majority of employees belonging to the firm.