Save 50% on a 3-month Digiday+ membership. Ends Dec 12.
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
Technology x humanity: A conversation with Dayforce’s Amy Capellanti-Wolf
Capellanti-Wolf shared insight on everything from navigating AI adoption and combating burnout to rethinking talent strategies.
How The Arena Group is rewriting its commercial playbook for the zero-click era
The company is testing AI-powered content recommendation models to keep readers moving through its network of sites and, in doing so, bump up revenue per session – its core performance metric.
Media Briefing: Why publishers are flocking to Substack
The Economist, The FT, The New Yorker and others have recently launched Substack newsletters, with varying strategies to find new audiences.