Sohu, Cyou and Sogou

Sohu 2018 Annual Report

  1. Brand advertising segment gross margin was 20% for 2018, compared to negative 16% and 17%, respectively, for 2017 and 2016.

Notes: The imporvement was mainly attributable to a decrease in video content costs and impairment charges compared to 2017.
The operation is sohu video is approaching profitable under the current trend as stated by the 2018 annual report.
However, the revenue drops accompanied with cost cut is significant. It is expected that sohu video will drop to a revenue level the same with sohu website advertising, and loss its position as the company's future revenue driving force.

  1. The search and search-related advertising gross margin was 35% for 2018, compared to 48% and 51%, respectively, for 2017 and 2016. The decrease in our search and search-related advertising gross margin for 2018 was mainly due to higher traffic acquisition costs as a percentage of search and search-related advertising revenues

Notes: The traffic acquisition cost surges along with the growth of revenue, which is a negative signal. Actually, the cost of revenue increased faster than ad revenue.