Performance marketing owes a lot to Google. PMW speaks to ten marketers on Google’s origins, its impact on adland, and whether it will reign supreme in another 25 years.
/PRNewswire/ Smart, the independent ad tech platform, announced a new partnership with Publica, a leading Connected TV (CTV) ad platform, to accelerate.
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Google’s lack of transparency has long frustrated publishers and independent ad tech companies, and its clandestine program “Project Bernanke” has only confirmed their suspicions that Google uses learnings from its auction to benefit itself.
Ad tech insiders met the allegations that Google secretly fed publisher ad server data into its buying systems to gain market share and keep prices low with resignation. These claims were revealed in a mistakenly unredacted court filing obtained by the Wall Street Journal.
“This shouldn t be surprising – walled gardens have access and full control over vast amounts of ecosystem data,” said Ana Milicevic, co-founder and principal of Sparrow Advisers. “The surprising part would be if they didn t use it in this way to their commercial advantage.”