Why Google can’t stop investing

Google's parent, Alphabet, must keep investing heavily in the crucial growth area of cloud computing.

It seems "hard to quibble with the continued success of Google's advertising business", says Shira Ovide on Bloomberg Gadfly. Advertising revenue at Alphabet, Google's parent company, rose $12bn last year, meaning that "in a single year Google found new business that was equivalent to half of Facebook's total yearly sales".

But the firm has a potential weakness. Advertisement sales on third-party sites, where Google acts as a middleman, are growing much more slowly than those on its own sites (web search pages, YouTube, Gmail and so on). If Google's own sites were to decline in popularity, it would leave the firm vulnerable. Just look at once-dominant Yahoo to see how that can happen. "Technology changes quickly and can turn today's internet stars into tomorrow's internet losers."

Try 6 free issues of MoneyWeek today

Get unparalleled financial insight, analysis and expert opinion you can profit from.

Start your trial
https://cdn.mos.cms.futurecdn.net/flexiimages/mw70aro6gl1676370748.jpg

Sign up for MoneyWeek’s free twice-daily newsletter.

Join more than 165,000 subscribers and keep yourself informed with latest financial news, insights and expert analysis to help you understand what really matters when it comes to your finances.

Join more than 165,000 subscribers and keep yourself informed with latest financial news, insights and expert analysis to help you understand what really matters when it comes to your finances.

Sign up
Latest Videos FromMoneyWeek
Ben Judge
Contributor