Google has been advancing efforts to make Google Ad Manager (GAM) more autonomous. According to The Information, Google is promoting a tool that enables ad agencies to buy directly via GAM, bypassing its Demand Side Platform (DSP), DV360.
GAM is reportedly offering discounts for buy-side usage, similar to deals rival platforms like PubMatic and Magnite have provided for years. This expansion aligns GAM with other independent ad tech firms. However, keeping GAM within Google risks conflicts with existing products such as DV360.
These developments come as Google prepares for the remedy phase of its ad tech antitrust trial. In April, a Virginia judge ruled Google holds a sell-side monopoly. A potential outcome is a full spinoff of Google’s sell-side ad technology, making this operational shift potentially preparatory.
Meanwhile, AI firm Perplexity is facing setbacks amid legal and reputational challenges. Taz Patel, head of advertising and shopping, left the company after less than a year, according to Adweek. Earlier, Perplexity was accused by Cloudflare of unauthorized scraping of publisher sites and criticized for not participating in industry AI content licensing initiatives.
In response, Perplexity introduced a partner program for its Comet browser, offering publishers revenue from a new subscription service rather than ad revenue. The company’s ad business was still testing products as of March, and recent events suggest further development may be on hold.
On the search advertising front, Amazon’s temporary pause in Google Shopping ad spending during July led to short-term drops in cost-per-click (CPC) rates, reported by Digiday. However, the dip lasted only days before other retailers filled the gap. Amazon has since resumed spending, regaining a dominant share of Google Shopping spend outside the US.
Amazon’s 31-day halt remains unexplained but may reflect strategic testing or seasonal adjustments. With Amazon back, CPC rates may rise, potentially squeezing smaller advertisers.
- AI search continues to challenge publishers, prompting responses from tech and trade organizations. (AdMonsters)
- The EU plans a modest antitrust fine against Google for ad tech practices. (Reuters)
- The Trade Desk shareholders debate CEO Jeff Green’s supervoting shares. (Adweek)
- WPP COO Andrew Scott will retire by year-end. (Reuters)
- Walgreens reduces internal media buying to focus on retail and pharmacy core business. (Adweek)
- Dentsu’s international agency sales raise questions on beneficiaries. (The Drum)
- T-Mobile ends partnership with Dentsu to bring creative in-house after under two years. (Ad Age)
- Scope3 appoints Tim Collier as chief commercial officer. (Adweek)