Google defended its ad business against accusations of antitrust concerns — but its competitors say the tech giant doesn’t play fairly

September 12, 2019

sundar pichai

Google published a 500-word blog post defending its $136.8 billion advertising business after Reuters posted an article outlining antitrust and monopoly concerns surrounding the tech giant.
“To suggest that the ad tech sector is lacking competition is simply not true,” Sissie Hsiao, Google’s VP of product management, wrote in the post.
Google cited research that advertisers and publishers use a handful of tech partners to power their advertising businesses.
Competitors shot back, though, with The Trade Desk saying Google’s ad business poses a conflict of interest.
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Google wants advertisers to know that it has plenty of competitors.

On Wednesday, Reuters published a story outlining concerns about Google’s advertising business, citing interviews with 10 ad industry executives. Advertisers and ad-tech competitors criticize Google for exerting too much control over how publishers and advertisers buy and sell ads, and 50 state attorneys are investigating whether its advertising business stifles competitors.

In an unusually direct reply to critics by the tech giant, Sissie Hsiao, Google’s VP of product management, responded with a blog post that names more than two dozen ad-tech companies and advertising competitors, including Facebook, Amazon, AT&T, Rubicon Project, MediaMath, OpenX, The Trade Desk, and Index Exchange.

“To suggest that the ad tech sector is lacking competition is simply not true,” wrote Hsiao. “To the contrary, the industry is famously crowded. There are thousands of companies, large and small, working together and in competition with each other to power digital advertising across the web, each with different specialties and technologies.”

Google’s parent company Alphabet made more than $136.8 billion in advertising in 2018.

Google’s post went on to cite a recent report from Advertiser Perceptions showing that in a survey of 155 digital publishers, the average one works with six supply-side ad-tech vendors to help manage ad inventory.

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Source:: Business Insider

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