"There’s been a lack of innovation on the SSP side of Google’s business and worsening transparency and media quality, which contributed to their downgrade in ranking."
"The government is arguing that Google’s ad server is tied to its exchange, which publishers need to use to access Google Ads demand, leaving them with few alternatives."
"Publishers having to use its SSP by default disincentivizes Google from innovating and responding to market changes effectively, according to Forrester's analysis."
"Google still struggles with the reputation of 'Privacy Sandbox' and has not developed a suitable alternative for targeting and attribution, further limiting its effectiveness as an SSP."
Collection
[
|
...
]