David Rosenblatt, Google's former president of display advertising, stated that their strategy aimed to dominate the ad tech market, asserting, "We'll be able to crush the other networks and that's our goal." This showcases the aggressive mindset within Google regarding their approach towards competitors in the online advertising space.
Rosenblatt compared Google's ambitions in the advertising realm to that of major financial institutions, claiming, "We're both Goldman and NYSE." This analogy emphasizes Google's vision of transforming ad display in a manner akin to its earlier innovations in search technology.
Discussing the strategic advantages Google aimed to leverage, Rosenblatt noted, "By owning publisher ad servers, the advertiser ad network would have a 'first look' at available spots for ads," indicating how this monopoly would hinder competition and alienate publishers.
Rosenblatt remarked on the difficulties faced by advertisers in switching platforms, stating, "It takes an act of God to do it," illustrating the complexities and frustrations inherent in navigating Google's widely integrated ad tech systems.
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