10ks - effectively, a company's annual report - are usually deadly boring documents filled with legalese with an occasional interesting tidbit buried within. Google's 10k, like the company, is anything but boring. I read through all 101 pages of the document, filed late last week.
I learned that:
The company's headcount has doubled in the last year to 10,600 employees
It has $11 billion of cash in the bank
That 7% of its revenues came from AOL last year, and that a year ago it valued AOL at $20 billion when it bought 5%.
That it has to generate at least $900 million in advertising traffic in the next four years from ads placed on MySpace pages in order for its deal with Fox to make any money.
That the runnup in Google's stock price after it announced the You Tube acquisition last year enabled it to pay 27% less than originally planned, or $1.2 billion instead of $1.65 billion.
And that Google has taken $150 million in stock out of that price and put it in escrow to cover copyright lawsuits.
You also learn that Google is offering its advertisers something called Site Targeting "a service that lets advertisers target specific web sites with text, image and Flash ads, so that they can more effectively reach specific sets of customers. In addition to targeting sites by content, advertisers can choose placements on sites based on user demographic attributes. To protect user privacy, we use only third-party opt-in panel data to map the demographics of
sites in our networks." (bold is mine)
Does this mean that Google is marrying its treasure trove of online data on users with third party offline data to create advertising profiles? Sure looks that way. I personally don't care what Google knows about me, but I bet lots of other folks wouldn't mind a little more detail on how specific this database gets. Does Google know where I live and my searching and spending habits? Or does it just have anonymous data for people in my zip code?
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