The chatter after week one of Google’s ad tech trial is all over the map — some say it’s the start of a seismic shift, others write it off as background noise.
Ultimately — this case matters, just maybe not to Google’s bottom line right away. Its ad tech arm isn’t the golden goose it once was, so even if it’s forced to break it up, it won’t topple the Google ad empire overnight.
That hasn’t stopped the ad industry from speculating about what’s to come.
“They [Google] have been the prosecuting attorney, the defense attorney, and the judge and the jury of the online ad ecosystem,” said The Trade Desk’s CEO Jeff Green at Exchangewire’s ATS conference in London last week. “The remedy is to say you have to quit at least one of those jobs: You can’t be all three.”
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