As Google’s monopoly is called into question, advertisers should embrace decentralisation (Business Opportunities - Advertising Service)
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Item ID 2486423 in Category: Business Opportunities - Advertising Service
As Google’s monopoly is called into question, advertisers should embrace decentralisation | |
In the fast moving world of tech, reaching a 25 year anniversary is no small feat. Since its launch a quarter of a century ago, Google has revolutionised the internet – and digital advertising in particular. However, as the tech monolith looks forward to its next 25 years, many are starting to call into question its dominance. The European Union has suggested that Google sells part of its advertising business, while the US Department of Justice is facing down the tech company in a watershed antitrust trial. Both are a reflection of how opaque the digital advertising process has become, with the EU’s investigation specifically finding that Google’s ad server favoured its own ad exchange. Als Read – 10 Factors to Define Hyper-Segmented Audiences A Fresh New Start When Google was founded, it built itself – as most tech companies did – in a centralised fashion. Power over its solutions, most notably its ad exchange, sits in the hands of one single authority – Google itself. However, in recent years, as the shift away from Web2 and towards Web 3 has begun, decentralisation has emerged. This means that all participants in a new tech solution – in this case an ad exchange – are given power thanks to blockchain technology. While an exchange vendor is still present, all users of a decentralised exchange become stakeholders and are rewarded for their participation. This emergent, forward-thinking technology can act as a bridge between Web2 and Web3. Seeing clearly Centralised exchanges have long operated as ‘black boxes’. Those using the exchanges see very little of the inner workings, with minimal verification on the accuracy of the data produced, where budgets are spent on the programmatic supply chain, and whether inventory is being valued correctly. On top of this, exchange vendors take between 15 – 35% in fees. All this means advertisers waste spend and publishers’ share of budgets shrink. By contrast, decentralised exchanges have radical transparency baked-in. With every transaction written onto an immutable public ledger, both buyers and sellers can track the journey of every dollar spent. In a centralised exchange, 15% of advertiser spend is simply unaccounted for – decentralisation eliminates this opacity. For more such updates, follow us on Google News Martech News | |
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| Target State: California Target City : Lake Los Angeles Last Update : Dec 22, 2023 4:48 AM Number of Views: 65 | Item Owner : Mark10 Contact Email: Contact Phone: (None) |
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2024-04-28 (0.589 sec)