Google ad tech antitrust trial

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

When platforms choose to label any significant portion of an ad buy as “other,” it’s a deliberate decision to withhold information for the seller’s benefit and the buyer’s detriment.

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.

The wave of ad tech headlines in recent weeks represents a long overdue moment of reckoning for companies who (still) hold disproportionate control over publishers’ website traffic and revenue potential.

Longtime Google exec Stephen Yap on why he left after more than 17 years to become CRO of Perion Network: “There’s a better future out there, one that’s a lot more efficient.”

Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust trials to practical AI use cases (minus the BS).

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

As the ad industry awaits Judge Leonie Brinkema’s decision in US v. Google (ad tech edition), get up to speed quick with AdExchanger’s in-depth coverage.

Digital Content Next CEO Jason Kint shares insights from inside the courtroom during closing arguments in US v. Google, ad tech antitrust edition. Plus: We noodle potential remedies in the search antitrust case against Google.