By Ronan Shields and Julia Tabisz – September 16, 2024 –
This research study is based upon special information gathered from our exclusive audience of publisher, company, brand name and tech experts. It's offered to Digiday+ members. More from the series →
The biggest business in online marketing remains in the dock on numerous fronts. The Department of Justice's newest antitrust case, which targets Google's advertisement tech suite, has lots of believing considerable modifications are on the horizon.
Then once again, some are a bit more hard-bitten, thinking little bit will alter regardless of the forensic efforts to shine a light on the inner operations of Google's labyrinth-like advertisement tech empire from federal governments throughout the world.
These are simply a few of the insights obtained from the most recent Digiday+ Research study into readers' mindsets.
The DOJ's antitrust case versus Google concentrates on its tech operations, declaring monopolistic practices that damage competitors in the $600 billion online digital marketing sector. Needs to the federal government show effective in court, it will ask for the divestiture of some, if not all, of such properties.
In the run-up to the newest case, which officially started Sept. 9 and is set to run for 4 to 6 weeks, Google has actually proposed moving some essential performances of its advertisement tech stack through Privacy Sandbox APIs.
Such propositions consist of moving its advertisement server and supply-side platform straight into the Chrome internet browser, declaring it would improve user personal privacy while keeping efficient advertisement targeting and money making abilities.
Some believe an ulterior intention, and Digiday+ Research checked such ideas in an online study of its readers carried out from Sept. 4 to 13, asking if the DOJ's demand is now moot.
Individuals were sourced from throughout the breadth of the digital media market, with almost three-quarters of participants self-identifying as advertisement tech, firm and publisher experts.
The study's 126 participants were asked, “Would a divestiture of Google's sell-side advertisement tech– among the treatments asked for by the Justice Department– suffice offered Google's maneuvers recently?” The outcomes recommend viewpoints are practically even.
Study participants were provided the resource to (anonymously) discuss their thinking, and around a 3rd made the most of the chance. A few of the highlights can be seen listed below:
“Google does not require to stop Google Advertisement Manager (GAM), however they ought to stop purchasing from publishers within GAM,” composed one participant in the most comprehensive action tape-recorded in Digiday's research study. “They ought to take part in header bidding auctions like other business such as Magnite, OpenX, AppNexus, and so on”
“Currently, Google appears to be leveraging its dominant position to purchase top priority stock without really taking part in header bidding. They declare they are, however that's not the truth. If they really wished to get involved, they might develop their own pre-bid adapter for header bidding,” the participant continued.
“However, they choose to purchase better impressions within GAM without completing in the header bidding auction with others.
