Google's Ad Tech Tactics: A Deep Dive

In this week's episode of the Mobile Dev Memo podcast, I speak with notable ad tech authority and former podcast guest Ari Paparo about the specifics of the Department of Justice's lawsuit against Google in its ad tech lawsuit, which recently went to trial. Ari is the CEO of Marketecture, which recently launched a new sub-site dedicated to Google's antitrust lawsuits called The Monopoly Report.

I used this opportunity to speak to Ari to have him explain the various allegations made in the lawsuit (which I originally covered here). Among other things, Ari explains the specifics of:

• Google's restriction of its demand to AdX;
• Google's restriction of real-time bidding to AdX, while giving AdX "first look" (dynamic allocation);
• Project Bernanke / Global Bernanke / Project Bell;
• Header bidding and why Google wanted to suppress it;
• Project Poirot;
• Unified Pricing Rules / removing per-exchange price floors;
• Who was harmed by these tactics, and how.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.