Aaron Kechley, vp of products of demand-side platform DataXu, writes that Google’s move to acquire Admeld means it will have in place “super stack” of ad technology services across the display advertising ecosystem. But the idea that Google will remain the only choice is fanciful. Instead, independent players need to cooperate in order to allow the easy interoperability of their systems. Otherwise Google will establish a vice grip on the real-time bidding market with its convenience selling point.
Yes, we compete with each other every day, and we will continue to do so! But we must also cooperate to expand the common ground we’ve found in the connected world of RTB to ensure that the convenience of market consolidation does not come at the expense of price and service choice.
More in Media
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.
How Lipton Ice Tea is using local creators instead of building in-house social teams
Lipton worked with Billion Dollar Boy to activate local creators across six different markets; a new approach to global marketing
How a German publisher JV is turning LLM visibility into a premium brand buy
Germany’s BCN, the joint-venture commercial arm of three major publishing houses – Hubert Burda Media, Funke and Klambt – is rolling out a commercial product that helps brands get properly surfaced and described inside ChatGPT, Gemini and other AI assistants, not just on traditional search results pages.