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
Media Briefing: The top trends in the media industry for 2025
This week’s Media Briefing takes a look at the top trends from 2025, from digital advertising revenue performance to AI licensing deals.
Digiday Scorecard: Publishers rate Big Tech’s AI licensing deals
Digiday has compiled a scorecard grading AI platforms to make sense of the growing number of players in the AI content licensing market.
Publishers are hunting for AI prompt data — now they’re starting to get it from third-party companies
Publishers are finally gaining some visibility into AI search, as new prompt data tools crack open a black box.