Google snubs IAB/PWC mobile ad spend study by not submitting data

Google has refused to submit its revenue figures for the debut mobile ad spend study from the Internet Advertising Bureau and PricewaterhouseCoopers.

The first IAB/PWC Mobile Advertising Revenue Report, which is due out in April, aims to provide information about which sectors are spending on mobile, along with the overall size of the market.

Google has shunned the study, however, and said it won’t disclose the amount brands spend on mobile search marketing because a global policy dictates it only disclose figures when required to do so by law.

A Google spokesman said, “We do not break out numbers for specific ad revenue channels such as mobile.”

He added the US-owned company only provided its spend to the IAB/PWC Internet Advertising Revenue Report because of legal requirements.

“UK revenues exceed 10% of our total gross revenues so we’re required by the US Securities and Exchange Commission to disclose them specifically,” the spokesman said.

Jonathan Mew, head of mobile for the IAB, said, “The study will finally accurately answer the question of how much is spent on mobile advertising and provide the base on which we can measure growth.

“It’s a shame Google won’t take part but I appreciate the decision as it is part of a global policy,” he added.

Mobile ad networks, operators and publishers including 4th Screen Advertising, Sky and Yahoo are among those keen to contribute to the anonymous study.

Mitch Lazar, MD of Connected Life for Yahoo Europe, said the study was important for developing a realistic understanding of the marketplace.

Mark Slade, MD of 4th Screen Advertising, said data from Google wasn’t vital as on mobile display currently exceeded search spend. “The overall size of the market has been inflated for years, so a bit of realism is welcome,” he said.

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