Last chance to save on Digiday Publishing Summit passes is February 9
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
In Graphic Detail: The scale of the challenge facing publishers, politicians eager to damage Google’s adland dominance
Last year was a blowout ad revenue year for Google, despite challenges from several quarters.
Why Walmart is basically a tech company now
The retail giant joined the Nasdaq exchange, also home to technology companies like Amazon, in December.
The Athletic invests in live blogs, video to insulate sports coverage from AI scraping
As the Super Bowl and Winter Olympics collide, The Athletic is leaning into live blogs and video to keeps fans locked in, and AI bots at bay.