Google has spent months helping Google Ad Manager (GAM) grow more self-sufficient and is testing a buy-side tool that would let agencies purchase directly via GAM, bypassing Google's DSP, DV360. GAM is reportedly offering discounts for using its buy-side tools, matching long-standing offers from rival firms, though GAM's pivot to bringing its SSP direct to buyers lags behind competitors like PubMatic and Magnite. Keeping GAM inside Google risks direct competition with existing Google businesses such as DV360. Meanwhile, Perplexity faces legal and scraping controversies and industry criticism. Amazon paused then resumed Google Shopping spend, potentially raising prices and crowding out smaller brands.
Perplexity has been having a perplexing couple of weeks. It's enough to make one wonder about the viability of the generative AI firm's business. In addition to facing legal challenges from aggrieved publishers, Perplexity was called out by Cloudflare for unauthorized scraping of publisher sites in early August. A few weeks later, IAB Tech Lab CEO Anthony Katsur blasted Perplexity for not engaging with the Tech Lab's new publisher working group and its AI content licensing initiative.
When Amazon paused Google Shopping spend in July, performance marketers hoped the drop-off in demand would lead to lower prices for search ads. The void left by Amazon was quickly filled by other online retailers, including Target, Etsy and Wayfair. Now, Amazon is resuming spending in what's become a more crowded channel - and it could price out smaller performance brands.
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