Marketers not surprised by Google’s

However, the ideas differ on how it will affect the daily activities of paid advertisers.

Ten states met in December 2020 to sue Google for allegedly monopolizing the digital advertising industry. According to the lawsuit, Google has entered into an agreement with Facebook to reduce competition in exchange for gaining an advantage on social media over Google’s advertising auctions. The project is called “Jedi Blue”.

According to recently released raw documents (now redirected), Google has been using a secret program for years that allegedly uses data from previous listings in the ad buying system. about competitors, ”Jeff Horwitz and Keach Hagey wrote for the Wall Street Journal.

The benefit is called ‘Project Bernanke’ and ‘uses previously submitted bidding data to ensure that Google Ads auctions can receive the desired (or incomplete) auctions from other purchasing tools’, says Michael Acton. , Senior Correspondent and Mike Swift, Leading Global Digital Risk Correspondent, for MLex. In fact, “Project Bernanke” uses bid data that Google collects from advertisers who use the tech company’s advertising exchange to explore themselves.

It is a story that seems important on a global scale in its attempt to pretend to be a monopoly. But the story does not surprise marketers who say that Google’s dominance in the market is almost waiting for these revelations.

“I feel like it was for some reason,” said Doug Thomas, head of digital strategy at Trailblaze Marketing.

Reduce competition

According to Texas lawsuits, Google has tried to prevent Facebook from using a new kind of ‘main offer’ that could compete with its display advertising products.

The previously secret agreement between Google and Facebook in 2018 recognizes the recently unveiled Google document, which requires Facebook to make ‘commercially reasonable efforts to receive at least 90% of Google’s requests for offers with ‘Facebook’. promised a minimum of $ 500 million a year in Google Ad Manager or AdMob ad auctions during the fourth year of the contract, ‘Acton and Swift said.

But as part of the Bernanke project, ‘the company was able to access historical advertising data from Google Ads, change customers’ bids and increase customers ‘chances of competitive auctions and advertising tools,’ he said. Kim Lyons said on behalf of O. Borda. In the same presentation, Google said that this technology is similar to the way the data is used in other advertising tools.

The Google spokesman told several newspapers that the charges were misrepresenting the technology and hoped to take the matter to court.

This is the game

Many marketers simply accept that Google does these things and that they have to work within the framework. “Unfortunately, there is no real substitute for Google when it comes to Google Ads,” said Amalia Fowler, director of marketing at Snaptech Marketing. “Microsoft is technically an alternative, but the sheer volume of Google searches doesn’t make it difficult. That’s why we’ve adopted this mindset to support Google.”

In a way, some advertisers believe that the reason this package brings good news is simply the big name of Google. If you find that a third party is buying your credit and loyalty card information at the grocery store and using it to display ads, you will feel that they have an unfair advantage or that they have purchased the information correctly and are using the system. target, advertise. Context? and, therefore, a better business model? … If someone doesn’t call themselves Google (or Facebook, Microsoft, Amazon), would anyone care? Brad Geddes, co-founder of Analysis, told Search Engine Land.

Others, however, think the case will affect advertisers.

With the announcement of the “Bernanke project”, Swift hopes to see changes for advertisers.

Here is the part of the complaint:

Google has achieved its monopoly position and is now using its enormous market power to generate a very high [truncated] percentage of advertising dollars, otherwise, it goes to different online publishers and producers, such as online newspapers and cookbooks, and will do everything. More. sell ads on their websites and programs. These costs are always passed on to the advertisers themselves and, therefore, to North American consumers. The monopoly tax that Google imposes on American companies – advertisers such as clothing brands, restaurants, and brokers – is a tax that American consumers pay with higher prices and lower services. Products, services, and information provided by companies. Every American suffers when Google imposes its monopoly price on selling targeted advertising.

It’s hard to imagine that now that the Bernanke project is publicly available and recognized by Google, no change is needed, at least in terms of transparency in Google, which allows competitors to improve their advertising technology. stack, “says Swift.

Translate »