Following on from our walled garden article yesterday, Google seems to be closing its walls to outsiders, thus increasing brands’ and advertisers' dependency on it to reach audiences. This slowly unravels the work the industry has done to combat ad fraud and proper reporting. 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 Google and away from publishers, reducing competition in the market and ROI. The other big change is that Google's new AdSense program has been rolled out across all major platforms, including mobile devices. Kellogg 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 yesterday, 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 Google and away from publishers, reducing competition in the market and ROI. The other big change is that Google's new AdSense program has been rolled out across all major platforms, including mobile devices. Kellogg 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.