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After the Ruling: Can Publishers Thrive Through Google’s Ad Tech Breakup?

Ad Monsters

A federal judge has ruled that Google illegally monopolized two digital ad markets, confirming long-held suspicions within the industry. For publishers and independent ad tech, the decision is both validating and unsettling. The landmark ruling in the United States v.

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US vs. Google, round 2: Government targets digital ad business

Martech

The DOJ and 17 state attorneys general say that by tying its tools for publishers and advertisers together, those products let the company dominate the digital advertising market. Market share is the first thing courts consider when determining if a monopoly exists. The United Kingdom today said it is anti-competitive behavior.

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The Culture Clash Underneath Creative Ad Tech

AdExchanger

To explain Forrester’s latest creative ad tech wave, we bring on author, Senior Analyst Nikhil Lai. The post The Culture Clash Underneath Creative Ad Tech appeared first on AdExchanger. Then, the untold story of how Prebid.org became an independent industry organization.

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US asks court to breakup Google ad businesses

Martech

Department of Justice is calling for Google to break up its digital advertising empire after a federal judge ruled the tech giant illegally maintained monopoly power in the ad exchange market. In a court filing on Sunday, the DOJ said Google should divest its AdX exchange, where ad inventory is bought and sold.

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The DOJ and Google Give Closing Arguments in Landmark Antitrust Case

Ad Monsters

The DOJ’s antitrust trial against Google’s ad tech business has reached its climax, with both sides delivering closing arguments in a case that could redefine the digital advertising landscape. But now their ad tech business is under the DOJ’s microscope.

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Don’t Wait for the DOJ—Fix the Ad Stack Now

Ad Monsters

In its high-profile antitrust case against Google, the DOJ argues that the tech giant has used its dominance across the ad tech stack to suppress competition and extract unfair value from both publishers and advertisers. When an apparel company wants to advertise online, they use Google Ads to bid on search terms.

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Appetite for Disruption: Behind AppLovin’s Rise to the Top of the Ad Tech Pack

VideoWeek

Six months ago, mobile ad tech business AppLovin overtook The Trade Desk in market cap, knocking the demand-side platform (DSP) from its perch at the top of the ad tech stock market; a position it has enjoyed since 2017. The ad tech stock fell by 30 percent following the results.