MAGNA: Digital Advertising Takes Center Stage
Alphabet (GOOGL) released on Monday, July 23rd and surprised the world with a significant beat over earnings estimates. Reported earnings per share was $11.75 beating the Wall St estimate of $9.45 and representing a year-over-year growth in income of 32 percent. Revenue came in much higher as well beating estimates of $25.6 billion by about $600 million. Many thought Google, the main arm of Alphabet, had beat the digital advertising business model to death, and therefore, the company would start to see some slowing in growth. However, that was not the case. MAGNA Global releases data on the global advertising industry and, in particular, releases its seasonal updates of its “MAGNA Advertising Forecasts” that feature many key findings. The latest report was released on June 18th and would have prompted an optimistic view on Alphabet earnings if it had been read before the event. In its latest report, MAGNA forecasted net advertising revenues to be 6.4 percent higher at $551 billion...