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
BuzzFeed’s sale of First We Feast seen as a ‘good sign’ for the M&A media market
Investor analysts are describing BuzzFeed’s sale of First We Feast for $82.5 million as a good sign for the media M&A market — which itself is an indication of how ugly that market had become.
Media Briefing: Efforts to diversify workforces stall for some publishers
A third of the nine publishers that have released workforce demographic reports in the past year haven’t moved the needle on the overall diversity of their companies, according to the annual reports that are tracked by Digiday.
Creators are left wanting more from Spotify’s push to video
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.