After years of waiting for the DOJ to finally curb Google’s ad tech power, publishers are finding that the devil in these new remedies — from opening AdX to rival ad servers to banning “first look” advantages —is very much in the details.
Some of the remedies, as several ad tech experts framed it, look far better on paper than they’re likely to in practice. Others, they argued, amount to tweaks Google claims it has already made, or symbolic gestures that won’t move the revenue needle.
Seven senior executives from publisher revenue teams and sell-side ad tech vendors participated in the scorecard. They were asked to rate each remedy on a scale of 1 to 10, where 1 meant “cosmetic or largely symbolic” and 10 meant “materially changes how publishers can compete and make money,” and explain the thinking behind their scores.
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