Marketecture: Get Smart. Fast. Episode 119:🚨Blockbuster episode🚨The Google antitrust ruling + Mark Zagorski on what the critics have wrong about DoubleVerify
Apr 18, 2025
Mark Zagorski, CEO of DoubleVerify, shares insights on the evolving role of measurement and AI in advertising. He addresses how his company is tackling external scrutiny while ensuring effective ad performance. Meanwhile, Alan Chapell from The Monopoly Report analyzes the recent antitrust ruling against Google’s ad tech, diving into its potential implications for competition and regulatory landscapes. Together, they discuss the urgent need for transparency and the industry's challenges in building advertiser trust amidst evolving technologies.
AI Snips
Chapters
Transcript
Episode notes
Google Found Monopolistic in AdTech
- The court found Google acted monopolistically in the publisher ad server and open web exchange markets.
- Google's key defense arguments on market definition and duty to deal were all rejected by the judge.
Acquisitions Not Deemed Anti-Competitive
- The judge did not see Google's acquisitions of AdMeld and DoubleClick as inherently anti-competitive.
- This distinction may affect the remedies and possible divestment outcomes.
Remedies Phase: Divestiture and Chrome Key
- Remedies phase will likely be a separate set of hearings focused on divestitures and behavioral remedies.
- A key unresolved issue is whether Google must divest Chrome; this impacts the entire negotiation.