Mobile Dev Memo Podcast Season 4, Episode 2: Unpacking the DoJ's ad tech suit against Google (with Ari Paparo)
Sep 10, 2024
Ari Paparo, CEO of Marketecture and an ad tech authority, joins to unpack the Department of Justice's lawsuit against Google. He discusses critical allegations, including Google's restrictive practices on real-time bidding and header bidding suppression. Ari explains how these tactics harm competition and why they matter to publishers. The conversation also delves into the implications of Google's Project Bernanke and the need for transparency in ad tech. Prepare for intriguing insights into the complexities of digital advertising and antitrust issues!
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Google's Ad Tech Monopoly Formation
- Google gained monopoly power by acquiring DoubleClick, controlling both the supply and demand sides of ad tech.
- This control allowed Google to manipulate the ad exchange to favor its business at the expense of competitors and customers.
Demand Restricted to Google's AdX
- Google restricted its ads demand to only its AdX exchange, disadvantaging competitors.
- Publishers had to use Google's ad server DFP to access that demand, reinforcing Google's monopoly.
First Look Advantage in Auctions
- Google gave its AdX exchange 'first look' or dynamic allocation, allowing it to outbid competitors.
- This sniping practice let Google buy impressions by bidding just one cent higher than rivals, skewing fair competition.