In the ad tech industry, Google's third-party network remains one of the cheapest options for digital advertising, offering a contrast to less efficient competitors.
Despite the ongoing US v. Google case and other regulatory scrutiny, the ad tech sector maintains a labyrinthine structure that exacerbates costs for publishers and advertisers.
Barriers to efficiency in ad tech contrast starkly with improvements in other tech-driven industries; digital advertising still incurs excessive fees due to its opaque supply chain.
Regulators' push for a breakup of Google's ad tech business might lead to adverse effects, as many publishers heavily depend on revenue generated from Google's ad placements.
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