A Primer On The DOJ’s Upcoming Antitrust Trial Against Google
We set the scene for Google’s upcoming antitrust trial in September, including details from the recently released witness list, a who’s who of the ad tech world.
We set the scene for Google’s upcoming antitrust trial in September, including details from the recently released witness list, a who’s who of the ad tech world.
The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.
Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.
There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.
Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.
The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.
The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?
The Department of Justice wants to break up Google’s ad tech stack. But how would separating Google’s publisher technology into a standalone entity affect the ad ecosystem? There are pros and cons.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.