Is Google a Major Threat to Ad Tech Innovation?
Over the last decade, Google has built and acquired an impressive array of ad tech tools, which combined now constitute one of the major ad tech stacks in our industry.
However, over the last two years there have been multiple instances of Google exerting their market power to capture share from adjacent areas. These include tying spend via their systems to a credit program, prohibiting DMPs from operating on Google's ad network and most recently, restricting programmatic access to YouTube solely to Doubleclick Bid Manager.
These moves serve to strengthen Google's market power, limit choices for brand marketers and eliminate viable competition and thus, innovation from occurring.