For the last several years, Google has seen a decline in an important measure of ad prices called cost per click, or the average price the company is paid each time a user clicks on an ad. Google, Facebook, Twitter and Pinterest, are trying to bridge the gap between mobile browsing and desktop purchasing with a simple "buy" button, with technology companies acting as middlemen between mobile shoppers and retailers. The move is part of an effort by retailers such as Amazon (AMZN), Walmart (WMT) and Target (TGT, Fortune 500) to get more control over their customers' online shopping experience. Mobile phones are projected to account for about half the time Americans spend online this year, but only about one-fifth of retail e-commerce sales, according to eMarketer. Google recently rolled out ad formats such as hotel ads that allow people to book directly inside the ad, with a buy button coming later this year.
Google, Facebook, Twitter and Pinterest, are trying to bridge the gap between mobile browsing and desktop purchasing with a simple "buy" button, with technology companies acting as middlemen between mobile shoppers and retailers. The move is part of an effort by retailers such as Amazon (AMZN), Walmart (WMT) and Target (TGT, Fortune 500) to get more control over their customers' online shopping experience. Mobile phones are projected to account for about half the time Americans spend online this year, but only about one-fifth of retail e-commerce sales, according to eMarketer. Google recently rolled out ad formats such as hotel ads that allow people to book directly inside the ad, with a buy button coming later this year.