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What if... Google parts ways with its ad stack?

Regulatory scrutiny could spur the creation of a $100 billion-plus zeppelin in the ad tech sector.
July 18, 2022

What if...Google parts ways with its ad stack? The Justice Department is likely to rebuff reported offers from Google-parent Alphabet to restructure its ad tech business with many now envisaging industry-wide changes. Digiday probed the numbers and worked out potential outcomes.

Additional coverage:

  • Stagwell has purchased SaaS platform Apollo Program and plans to incorporate the company into its Stagwell Marketing Cloud unit, Digiday has learned.
  • Will the recession the media industry is sliding into boost programmatic buying of media, or hinder it? Depends on who you talk to. This week's Digiday+ Media Buying Briefing addresses this question and more.
  • Five years after its debut, NBCUniversal News's Stay Tuned has expanded to TikTok and plans to restart its YouTube channel and roll out a documentary in the fall. Digiday spoke with Catherine Kim, svp of global digital news at NBCU News Group, about Stay Tuned and more.
  • Twitter acquisition deal gets messy, Netflix partners with Microsoft for advertisement subscription. More in this Digiday DealBook.
  • Some journalism job seekers are feeling the impact of media companies' hiring slowdowns.
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Regulatory scrutiny could spur the creation of a $100 billion-plus zeppelin in the ad tech sector.

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The purchase will help Stagwell catch up with other holding companies in the generation of first-party data and consumer insights for marketers.

CTV ads are being produced by individuals, but new technologies such as AI and contextual engines can automatically update ads as user behaviors change.

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Will the recession the media industry is sliding into boost programmatic buying of media, or hinder it? Depends on who you talk to.

Download this new guide to learn how publishers are identifying, flagging and preventing clickbait from damaging their UX and revenue.

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Five years after its debut, Stay Tuned has expanded to TikTok and plans to restart its YouTube channel and roll out a documentary in the fall.

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Marketing leaders are shifting to a global mindset as privacy regulations and third-party cookie phase-outs become the norm.

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Twitter acquisition deal gets messy, Netflix partners with Microsoft for advertisement subscription.

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Some journalism job seekers are feeling the impact of media companies’ hiring slowdowns.

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