Adam Heimlich, CEO and co-founder of Chalice Custom Algorithms, dives into the implications of Google's antitrust trial on the ad tech industry. He argues that Google's dominance has stifled competition and innovation, drawing parallels to historical cases like Standard Oil. Heimlich predicts a potential breakup of Google, envisioning a future with more choices and openness. He emphasizes the importance of equality in the industry, encouraging better relationships among all players. His insights shed light on a pivotal moment in the tech landscape.

Adam Heimlich, an expert in ad tech, shares his unique insights on the industry's evolution and the ongoing antitrust trial against Google. He reflects on the implications of significant events like Google’s acquisition of DoubleClick in 2007. The discussion ventures into audience engagement strategies, emphasizing transparency and privacy. Heimlich also delves into the potential of custom algorithms for brand empowerment and the need for rigorous evaluation of AI's role in advertising. Ultimately, he contemplates alternate scenarios that could reshape the future of online advertising.

Adam Heimlich from Chalice.ai tries to convince Ari to invest in custom algos. We pour one out for Sizmek. Elliot Easterling from BonBon tries to justify his existence.