Can adland realistically reduce its reliance on Google’s vertically integrated ad stack?
The court has ordered Google to open up its ad tech stack, but can interoperability alone can loosen its grip on the market.
On August 31st, U.S. District Judge Leonie Brinkema ruled against Google's proposed divestiture of parts of its Ad Manager platform, classifying it as a monopolistic practice. This was the second time in a year that regulators have granted Google a reprieve from such measures. The decision came amidst a flurry of criticism from Google's detractors, who hoped for some relief in the form of behavioral remedies on September 16th.
However, many are now questioning the effectiveness of efforts to curb the increasing influence of Big Tech companies in the advertising industry.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
