Author: Sara Guaglione

The U.S. Justice Department’s ruling against Google for monopolizing digital advertising markets has opened the door for publishers to seek compensation for claimed lost revenue.

Last April, the court ruled that Google violated U.S. antitrust laws by monopolizing the markets for publisher ad servers – with DoubleClick for Publishers (rebranded to Google Ad Manager in 2018) – and ad exchanges – via AdX – by tying the products together. The trial now moves toward remedies. 

Several major U.S. publishers have filed lawsuits against Google in New York City, claiming that the tech giant’s dominance over ad servers and exchanges made it difficult for publishers to use other platforms, and kept prices for publisher inventory low. They want to be reimbursed. 

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Join Digiday, Glossy and Modern Retail, at our inaugural AI Marketing Strategies event on Feb. 11 in New York City, where top marketing leaders, including Tree Hut’s Sarah Craig, will discuss how they are using AI.

Tree Hut is increasingly turning to AI to understand what its customer base wants next, using the technology to shape everything from product development to marketing.

The bath and body care brand, which boasts 3 million followers across TikTok and Instagram, has spent the past year using an AI-powered community management tool to analyze comments, direct messages and other social interactions across its channels. What began as a way to respond faster to customers has evolved into a broader system for identifying product demand, measuring sentiment around launches and informing innovation decisions. Since implementing the AI tool, Tree Hut has seen a 430% year-over-year increase in social engagements, according to the company.

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