Is a divestiture of Google’s publisher ad server and ad exchange products necessary – or impossible? During day two of the remedies phase of the DOJ’s ad tech antitrust trial, both sides went through a grueling back-and-forth about the future of Google Ad Manager.
SSPs are staring at their own demise. And it’s because, for over a decade, SSPs have positioned themselves as agnostic platforms.
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
SiriusXM integrated with Innovid to provide advertisers with the type of impression-level data they get for other digital channels, facilitate more direct comparisons and spur more investment in digital audio.
Google’s SSP and ad server businesses have been ruled monopolies. And Google Chrome isn’t going to change its third-party cookie opt-ins, further preserving third-party cookies. Go inside this momentous news.
If the court ultimately orders Google to spin off AdX or DFP, the result would be a fundamental rebalancing of power across the digital advertising supply chain. For marketers, the implications are just as significant.
More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.
Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.
But beyond making his parents proud, participating as a witness in a historical antitrust trial was gratifying for another reason, says Kevel CEO James Avery. “I never thought I’d have a chance to really say my piece like this.”
After eight days of the antitrust trial, who’s in the lead: the DOJ or Google? Details on the most gripping testimony so far with guest Arielle Garcia, director of intelligence for Check My Ads.
