Google’s penalties were pretty lenient; brand crossovers may have gone too far; and why so many ad tech leaders are founding startups.
Jeff Green, CEO of The Trade Desk, calls it like he sees it. And he doesn’t see a future for Google monetizing the open internet via its SSP and ad server business.
If the DOJ wins its ad tech antitrust case against Google, it shouldn’t force a breakup, says Arete Research’s Richard Kramer, who proposes this novel solution instead: Google should spin out its network business into a public interest corporation with no hidden fees.
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.”
Here’s an idea: Forget years of appeals. Google should spin out its entire network unit as a public benefit “B Corp” with capped margins. writes Arete Research’s Richard Kramer.
Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.
Covering Google’s ad tech antitrust trial in Virginia is surreal for anyone who’s been in ad tech as long as Ari Paparo. He knows most of the people on the stand.
A lot has already been said and cited during the Google ad tech antitrust trial, with more to come. Here are a few of the most notable quotables from the first two weeks.
The EU is preparing charges against Alphabet for breaching the Digital Markets Act. Plus: Meta’s ad platform has been quite buggy lately.
If Adam Heimlich could travel back in time to alter the future of online advertising, he would go to Google’s acquisition of DoubleClick in 2007, but not necessarily to stop it.
