Heimlich warns the FTC about Google's potential future data practices, highlighting the critical period in 2007 prior to the DoubleClick acquisition that shaped later monopolistic behaviors.
In 2016, Google’s change to combine user data into a single ID significantly boosted its position in the ad tech industry, creating an unfair advantage.
The DOJ's current antitrust case against Google underlines the concern that combining diverse data amplified Google's monopoly, thus limiting competition in advertising.
Heimlich notes that forecasting intent became vital for ad efficacy, propelling Google’s DV360 towards success by leveraging user data integration.
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