"By now, the contours of the Department of Justice's antitrust case against Google's ad tech business are well covered - and deeply complex. Rather than rehash what's already been parsed to death, here's a definite (if not exhaustive) rundown of what's actually in play as the case moves into its next chapter. InPublishers suing platforms Out Platforms strong-arming publishers In Cloudflare OutAppNexus InAd server migration nightmares OutAd server monopoly nightmares Out Backchannel diplomacy InCourtroom catharsis"
"As AI transforms the way people search and shop online, marketers are racing to adapt, but fragmented tech stacks and unclear metrics are slowing them down. A number of brands that have historically bet on the U.S. market are now deploying resources elsewhere because tariffs are tanking their bottom lines. Fragmented, politicized and increasingly treated as a risk rather than a utility, the business of media is being reshaped in real time."
The Department of Justice's antitrust action against Google's ad tech business introduces complex shifts across publishing and platform relations. Publishers suing platforms and courtroom catharsis are emerging, while some platform power plays and backchannel diplomacy recede. Specific technology players and scenarios — Cloudflare in, AppNexus out, ad server migration nightmares entering, ad server monopoly nightmares exiting — are highlighted. AI is changing search and shopping behaviors, prompting marketers to adapt amid fragmented tech stacks and unclear measurement. Tariffs are driving brands to allocate resources outside the U.S. and the media business is becoming more fragmented, politicized and treated as a risk rather than a utility.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]