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Note: the Advertising executives point to five ways that Google stifles business

SAN FRANCISCO/NEW YORK (Reuters) – U.S. authorities are investigating Alphabet, Inc. ‘ s (GOOGL.D) Google’s anti-competitive behavior, and have recently begun the exploration of the company’s $116 billion-a-year advertising business.

FILE PHOTO: An illuminated Google logo is seen on the inside of an office in Zurich, Switzerland, December 5, 2018. REUTERS/Arnd Wiegmann/File Photo

Attorneys general for the 50 states and territories along with the united states Department of Justice to appear to be acting on the accusations by competitors, regulators, and consumer advocacy groups, the largest seller of ads, and it creates unfair tactics. Google is in a dispute of dominance.

Ad tech is a very crowded field, and Google will be competing with hundreds of companies, including household names like Adobe, Amazon, AT&T, Comcast, News Corp. and Verizon,” company spokesman Josh Zeitz said. “For publishers and advertisers to mix and match the technology to partners in order to meet their different needs, to create both competition and innovation.”

Later, in response to this story, Google has reiterated in a blog post that their services from the competition.

“Our tools and platforms are making it easier for advertisers and publishers of all shapes and sizes to choose who they want to work with this open-plan, connected with each other advertising system, Google’s Vice-President Sissie Hsiao wrote.

Here are five common concerns about Google’s increased by 10, ad executives, most speaking on condition of anonymity.

SEARCH, YOUTUBE AND MORE

About 80% of Google’s ad revenue and make the most of the earnings come from ads on the search results of Google, YouTube, Gmail, and other services to the company. Competitors say that Google can control these properties in a manner that impedes the promotion of competition.

For example, in the single-technology system for buying ads on YouTube, the biggest video-streaming website, the Google ad is for the purchase of tools and equipment. Services such as Facebook Inc’s (FB.(O) the maintenance of a similar scheme set up in part to mitigate, even in a large-scale sharing of data among users. However, as YouTube still dominates the online video, the rival of the tools for the placement of advertisements in video streams, may be less attractive to advertisers because they only have access to a smaller audience.

“It’s extremely difficult to compete with the monopoly of search and video-streaming sites,” said Brian O’Kelley, the company’s founder and former CEO of ad tech company AppNexus, in an interview published in the month of June.

ACQUISITIONS

The remaining 20% of Google’s ad revenue has been what is commonly referred to as “show business.” Google enhances this process through the acquisition of vendor tools, such as DoubleClick for $3.1 billion in 2008, AdMob, for $750 million in 2010, and then to the purchaser of the services, including the Media to Join for a reported $81 million in 2010.

The combination of promotions, it gave Google an unprecedented position in all facets of how to display ads on websites and mobile apps in all over the world. Although U.S. regulators approved the deals, as their worst predictions about Google is too powerful have been released, competitors have to say.

To go out and the big customers of Google, for the smaller companies to say that they would have the resources to be able to diversify their enterprises, and the development of a full range of services. But in the second part of the investment has been a challenge, due to the threat from Google and the enhanced data privacy rules and regulations.

COMBINING

Google offers a variety of ad tools will make it possible for them to combine in a way that rivals, saying that they would not be able to afford to adapt to it. For example, web sites, and the app’s users, collectively known as the publisher in the course of the years, have become dependent on Google’s DoubleClick advertising tool. Almost free to use for publishers, and it is the only system of its kind that is able to receive real-time quotes from Google’s advertising marketplace, which is known in the industry as well as the AdX.

In the popular market, which is consistent with the ad buyers, publishers is that Google will identify lots of money.

Rivals, said the use of the Google ad-buying tool to advertisers for a number of key consumer data, for free, early access to some of the purchase options and may have additional benefits when doing business through the AdX. Google’s packets for buyers and sellers, and to encourage the use of the AdX to be seen as anti-competitive by competitors.

“With the advent of Google’s ad server and provides almost total control over the ads that are being displayed, and there will be revenue generated for the majority of the Internet,” said Romain Job: chief strategy officer at rival Smart-ad-server. “This is a control of the ad server is strategically critical to Google as well.”

THE LAST LOOK

Google has allowed publishers using google’s DoubleClick to sell advertising space to a variety of markets, not only the AdX. However, for many, many years, and Google AdX are widespread, it is a particular advantage In the final seconds, it was able to offer its customers the opportunity to outbid the competing advertisers seek to buy from other, non-Google markets.

This will be the “last look” is one of the many ways rivals argue that Google is the preference to himself. Google announced last week that the elimination of the “look” as part of the move to the new sales system.

But the publishers, and the rivals still wonder whether Google may be using its vantage point over the whole of the ecosystem is to keep the price to the advertiser, and yourself, to perform better than other markets, and the analysis of their trade strategies and its copy. In specific terms, it is only a part of Google, allows AdX to gather more information than rival exchanges on consumers, AdX to make it more attractive to advertisers.

CHROME

In the latest installment of the question of how Google might be using its Chrome web browser, which is more than 50% of the market share in the United States, the majority of its advertising systems in addition to its own, to build profiles on consumers, as they browse the web.

The limitations, many of which will continue to be proposals will be subject to change, are largely the reserve of Google, since consumers often have to sign in to their Google accounts when using Chrome. This makes it a form of tracking is that it is not possible for the ad technology companies that provide services to the users.

Google has said that its initiative is aimed at helping users curb to follow, and if they ask for more privacy protection. Other browser makers have opted for more stringent limits, however, Google has said that it is aiming to be a middle ground between the violation of the right to privacy and violation of anti-trust rules and regulations.

Report by Paresh Dave and Sheila Dang; Editing by Chris Sanders and Lisa Shumaker

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