German publisher Axel Springer has increased its programmatic revenues by 10 percent year on year after switching ads from Google to AppNexus and now wants to persuade other publishers to rely less heavily on the search engine giant. The company said it was benefiting from being more in control of its strategy, which is particularly important because of the imminent General Data Protection Regulation. Axel Springer also expressed doubts about the tactics Google used to maintain market dominance. The company said using AppNexus gave it more transparency in its inventory and more detailed knowledge about how bidders were acting.
German publisher Axel Springer has increased its programmatic revenues by 10% year on year after switching ads from Google to AppNexus and now wants to persuade other publishers to rely less heavily on the search engine giant. The company said it was benefiting from being more in control of its strategy, which is particularly important because of the imminent General Data Protection Regulation. Axel Springer also expressed doubts about the tactics Google used to maintain market dominance. The company said using AppNexus gave it more transparency in its inventory and more detailed knowledge about how bidders were acting.