Google may undergo a restructuring of its ad sales framework driven by AI

Google plans to transform its ad sales division by incorporating machine learning for customer ad purchases across platforms such as Search and YouTube.

As reported by The Information, an insider revealed that a significant portion of Google’s 30,000-strong workforce is slated for restructuring. Last week, Sean Downey, overseeing ad sales to major clients in the Americas, conveyed potential changes to department employees in a company-wide meeting, refraining from specifying if the alterations would include job cuts.

Another source indicates that Google aims to streamline its workforce, potentially involving layoffs, by reallocating personnel within its significant customer sales unit responsible for managing relationships with major advertisers.

Staff reductions at Google

In January of this year, Alphabet’s subsidiary revealed plans to cut 12,000 positions globally, representing 6% of its worldwide workforce. By June, Google initiated layoffs at the Waze mapping app, integrating its advertising system with Google Ads technology.

Google announced the transition of the current advertising system to Google Ads technology to enhance the long-term experience for Waze advertisers. Consequently, roles focused on Waze Ads monetization have been reduced. Google acquired Waze in 2013 for approximately $1.3 billion.

In December of the preceding year, Google announced the integration of Waze and Google Maps teams to streamline operations, incorporating them into the Google Geo division. This division encompasses a portfolio of real-world mapping products such as Google Maps, Google Earth, and Street View.

A spokesperson mentioned that integrating the Waze team into Geo’s array of real-world mapping products would encourage greater technical collaboration among the teams.