Google was used to be a search company, a technology company but Google is now turned into a digital marketing company. This transition is quite visible and it is good for Google’s long-term future.
Make no mistake but this is the future of most of technology companies. Yahoo is still considered as media company. At end of the day for most of the companies, technology is just a mean to achieve the right kind of outcomes.
One of the best thing about companies like the Google, Facebook, Yahoo and Twitter is that although they are labelled as digital or media companies they are run by engineers. This may be ironic but true. As Jeff Hammerbacher suggested,
The best minds of my generation are thinking about how to make people click ads. That sucks.