As long as Google has the buy-side of its ads business nothing is going to change - and that's the part of the business they'll never give up, said the head of digital at a publisher.
For publishers to tap into that money, they have to sell ads in Google's AdX marketplace, which also requires using Google's ad server.
If the Department of Justice proves Google built an illegal ad monopoly and the courts back a breakup of the sell-side of its business, publishers could take a major hit.
They're hungry for change. After nearly two decades of living under Google's thumb, they're savoring the sight of the tech giant sweating under the legal microscope.
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