How AI technology may push Google to restructure its ad sales team

Image used for representational purpose (AP)

Google is planning to reorganise its ad sales unit as the company increasingly relies on machine learning techniques to help customers buy ads on Search, YouTube and other services.

Citing a person with knowledge of the situation, The Information reported that a big part of its 30,000-person will be restructured. Sean Downey, who oversees ad sales to big customers in the Americas, notified the company employees at a department-wide meeting last week without specifying whether the move would include layoffs.

Another person claimed that Google also plans to consolidate staff, including through possible layoffs, by reassigning employees at its large customer sales unit who oversee relationships with major advertisers.

Job cuts at Google

In January this year, the Alphabet-owned company announced plans to cut 12,000 jobs around the world, equivalent to 6% of its global workforce. In June, Google laid off employees at mapping app Waze as it merged the app's advertising system with Google Ads technology.

“In order to create a better, more seamless long-term experience for Waze advertisers, we've begun transitioning Waze's existing advertising system to Google Ads technology. As part of this update, we've reduced those roles focused on Waze Ads monetization,” Google said. The company acquired Waze for about $1.3 billion in 2013.

Last year in December, Google said that it would merge Waze and Google Maps teams to consolidate processes, making it a part of the Google Geo division. This is a portfolio of real-world mapping products that include Google Maps, Google Earth, and Street View.

“By bringing the Waze team into Geo's portfolio of real-world mapping products, the teams will benefit from further increased technical collaboration,” a spokesperson said at that time.

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