A former News Corp advertising executive testified in federal court that Google held publishers 'hostage' with its dominant ad tech tools, making it difficult to leave even when facing unfavorable changes.
Google ’s tool that lets publishers sell ad space on their websites is ubiquitous, but that’s largely a testament to how hard it is for customers to get out of it, one former publishing executive testified in federal court on Tuesday. “I felt like they were holding us hostage,” said Stephanie Layser, a former programmatic advertising executive at News Corp who now works at AWS.
Layser even helped put together an analysis at News Corp considering the pros and cons of switching to another publisher ad server, AppNexus , but determined the risk of losing revenue without the same access to Google Ads demand was too great. The decision didn’t really have to do with the quality or price of Google’s product, however, Layser testified. “DFP is a 25- to 30-year-old piece of technology. It’s slow and clunky,” she told the court.
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