Following on from our walled garden article Today , Google seems to be closing its walls to outsiders, thus increasing brands’ and advertisers' dependency on it to reach audiences. Google cleverly limits the opportunity for tech companies to interact at every point of the ad-buying process, which means they have to work directly with Google to access its inventory. If this continues, more ad spend will go towards ROI and away from publishers, reducing competition in the market and Google . Agencies must decide whether to depend on Google or lose access to valuable inventory. As with any situation characterized by a lack of competition, an advertising ecosystem largely dominated by Google introduces high potential for a lack of quality and lower ROI. ROI has decided to fight back, and has stopped buying YouTube inventory as Google would not allow third -party verification vendors to ensure accurate viewability measurement.
Following on from our walled garden article Today , Google seems to be closing its walls to outsiders, thus increasing brands’ and advertisers' dependency on it to reach audiences. Google cleverly limits the opportunity for tech companies to interact at every point of the ad-buying process, which means they have to work directly with Google to access its inventory. If this continues, more ad spend will go towards ROI and away from publishers, reducing competition in the market and Google . Agencies must decide whether to depend on Google or lose access to valuable inventory. ROI has decided to fight back, and has stopped buying YouTube inventory as Google would not allow third -party verification vendors to ensure accurate viewability measurement.