During a speech at the ATS conference, The Trade Desk CEO Jeff Green emphasized that Google operates as the 'prosecuting attorney, the defense attorney, and the judge and the jury' in the online ad ecosystem. He passionately argued that this situation creates a significant conflict of interest, undermining fair competition in the digital advertising market. Green asserted that the core solution for this antitrust issue is for Google to relinquish at least one of these roles, highlighting the inherent unfairness in them holding all these positions simultaneously.
Green further articulated that if a ruling were made against Google regarding its monopoly status, he anticipated that Google might opt to spin off its ad exchange, AdX, as a strategic response. He noted that historically, the ad exchange functions as the least profitable segment within the company's ad operations, thus making it a likely area for divestiture in order to comply with potential legal mandates.
He also projected that another possible move for Google could be to exit the sell-side business entirely, which would entail stepping back from representing publishers that are not affiliated with Google's own services. This strategy could be seen as a way to alleviate the legal pressures from the current antitrust trial as Google seeks to navigate the complex ramifications of the ongoing legal challenge while attempting to maintain its market position.
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