Following on from our walled garden article yesterday , Google seems to be closing its walls to outsiders , thus increasing brands ’ and publishers ' reliance 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 manage its inventory . The way this could all theoretically play out is twofold: Google could force advertisers to a minimum ad spend, essentially grabbing share from Facebook, Yahoo and other publishers, if the advertiser wants to keep using Google’s tech stack. If this continues , more advertising spend will go towards Google and away from publishers , reducing competition in the market and ROI . Agencies must decide whether to depend on Google or lose access to valuable inventory . Kellogg has decided to fight back , and has stopped buying YouTube inventory as it would not allow third - party verification vendors to ensure accurate viewability measurement .
Following on from our walled garden article yesterday , Google seems to be closing its walls to outsiders , thus increasing brands ’ and publishers ' reliance 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 manage its inventory . If this continues , more advertising spend will go towards Google and away from publishers , reducing competition in the market and ROI . Agencies must decide whether to depend on Google or lose access to valuable inventory . Kellogg has decided to fight back , and has stopped buying YouTube inventory as it would not allow third - party verification vendors to ensure accurate viewability measurement .