Digital Transformation Ad Spend

Alphabet entrenches online ad dominance with bumper revenues

By John Glenday | Reporter



alphabet article

February 2, 2022 | 3 min read

Alphabet, Google’s parent company, has entrenched its position as the top dog in online advertising after smashing analyst expectations with revenues of $75.3bn for the three months to December 31. The pivot to privacy and the resulting rigamarole around its cookie replacement certainly haven’t done it any damage.

Ad revenues alone weighed in at an impressive $61.2bn for the period – a sizeable leap from the equivalent $46.2bn income reported the year before – reflecting the seismic shift toward digital advertising initiated by the pandemic.

Google has been propitiously positioned to hoover up the majority of this windfall, further cementing its outright dominance of the sector. To put this success into perspective, YouTube alone saw ad revenue top $8.6bn for the quarter, comfortably seeing off Netflix’s total revenues of $7.7bn, recording $28.8bn in ad revenue for the year as a whole.


Alphabet’s revenues total $75.3bn for the quarter and $257.6bn for the year

It is search advertising that continues to provide the bread-and-butter basis for Alphabet’s unprecedented success, with absolute revenues totaling $75.3bn for the quarter and $257.6bn for the year.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Google’s chief financial officer Ruth Porat said: “Our fourth-quarter revenues of $75bn, up 32% year-on-year, reflected broad-based strength in advertiser spend and strong consumer online activity, as well as substantial ongoing revenue growth from Google Cloud.”

Financial success is likely to draw closer inspection by regulators, however, who have already been scrutinizing the business practices of big tech amid fears of a market monopoly, but Alphabet’s tendrils have only extended further.

Ever tuned in to the next revenue-making opportunity, Alphabet is turning its attention to YouTube in the connected TV space with a focus on shoppable ads.

Digital Transformation Ad Spend

Content created with:

Google is an American multinational technology company providing Internet-related services such as search, online advertising, cloud computing, software and hardware.

Find out more

More from Digital Transformation

View all


Industry insights

View all
Add your own content +