The newly introduced documents from Google’s ad stack case against the DOJ highlight the specifics of their incentive programs for agencies and advertisers, revealing substantial financial commitments.
Incentives like DVIP Upfronts and Agency Capability Fund demonstrate how Google strategically encourages upfront spending in exchange for discounts, fostering deeper relationships with advertisers and agencies.
DMG Media’s annual report indicates a robust strategy with nearly £20m set aside for contract discounts and rebates, showcasing their strong performance amid declining print advertising.
Google anticipated payouts of around $100m, $300m, and $45m tied to incentive programs and performance benchmarks, underscoring the scale and impact of its advertising practices.
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