openx

On Monday, PubMatic became the second sell-side platform to file a follow-on antitrust lawsuit against Google.

Why sue Google now, when so many years have passed? Because “the pattern of anticompetitive behavior continues,” OpenX CEO John Gentry tells AdExchanger.

OpenX filed a lawsuit against Google over its anticompetitive practices. And HyphaMetrics claimed victory against Nielsen in court over a patent lawsuit.

Google’s former SSP practices are the legal gift that keeps giving; Perplexity has been disregarding robots.txt files; and ads prop up a large chunk of the US economy.

Over the past few years, sell-side curation has gained popularity as a way for advertisers to target high-quality publishers. Companies like OpenX are expanding their toolkits to support advertisers as well as publishers.

But publishers have more power than they think to authenticate their audiences – they’ve just gotta learn how to wield it.

Sonos’s woes ding The Trade Desk; WPP’s AI investments may not keep Coke from switching to Publicis; and feminized Swedish tobacco products find an audience in the US manosphere.

The curation debate is missing a critical piece: standardized reporting. Without it, curation risks leaving publishers in the dark about its actual value.

Now that Chevron is overturned, it will be easier for companies to challenge FTC regulations in court, arguing that they exceed the FTC’s mandate, writes OpenX’s Julie Rooney.

Google says it plans to stop restricting fingerprinting because of two shifts in the advertising ecosystem: the rise of connected TV and the rise of privacy-enhancing technologies.