During my tenure at MediaMath, how Google built its dominance in adtech was apparent through lavish rebates to ad buyers, creating a significant competitive disadvantage for independent companies.
Google's strategy involved rewarding key ad buyers with substantial rebates, enabling it to secure over $15 billion in advertiser commitments and further entrenching its dominance in the ad marketplace.
The antitrust trial revealed how Google's extensive incentive structure allowed it to outpace competitors, leaving scraps for independent adtech firms to vie for.
Despite MediaMath's growth, its trajectory was always limited by Google's aggressive marketing tactics and strategic rebates, which solidified its status as a market leader.
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