Marketing tech
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4 days agoGAM Goes Direct To Buyers; Perplexity's Ad Lead Exits | AdExchanger
Google is turning Google Ad Manager into a buy-side platform that could compete with DV360 while offering discounts to attract agencies.
Alphabet Class C, the parent company of Google, is facing a significant antitrust case that could lead to the separation of its Google Ad Manager unit. This legal challenge comes as a federal court in Virginia prepares to hear arguments that Google holds a monopoly in helping publishers sell ads. In response, Google has been making strategic moves, such as engaging with top advertising agencies, possibly to prepare Google Ad Manager to operate independently if required.