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Prebid Pulse – Week of 8/12/24

August 13, 2024 by The Prebid Marketing Team

What’s next for Google after federal judge’s monopolization ruling?

A federal judge ruled that Google monopolized search through illegal deals, raising questions about potential consequences, including business overhauls or even breaking up the company. Google plans to appeal, delaying any immediate impact. If restrictions are enforced, competitors like Microsoft’s Bing could benefit, potentially gaining market share and ad revenue. Apple might also revisit plans for its own search engine. The ruling could harm Google’s AI development by cutting off access to crucial data. This decision may influence the upcoming antitrust case against Google’s ad tech business, potentially intensifying scrutiny on its practices.

Ziff Davis To Purchase CNET For $100 Million

Ziff Davis is acquiring tech site CNET from Red Ventures for $100 million, significantly less than its previous sale prices. Ziff Davis, with $800 million in cash, plans further acquisitions as part of its strategy. CEO Vivek Shah sees CNET as a valuable asset for reaching tech consumers, particularly for advertisers. CNET, which drew 38 million visitors in June, faced controversy in 2023 for publishing AI-generated content, leading to refined guidelines and unionization. The acquisition reflects Ziff Davis’s focus on expanding its digital media portfolio.

Ramping Up Your Revenue: Digital Publishers Reveal Key Growth Strategies

Despite challenges like cookie deprecation, MFA sites, and AI-driven search, publishers remain optimistic about revenue growth. A July 2024 survey revealed that 60% anticipate revenue increases, with 2025 expected to be the year of direct deals, seen as the top growth opportunity by 68% of respondents. Monetizing audience data (50%) and creating new products (46%) are also key strategies. To support this growth, 71% plan to invest in tools like audience segmentation (65%), identity resolution (50%), and AI-driven analytics (40%). Publishers are rethinking their business models and revenue generation strategies in response to industry changes.

What Should Mobile Marketers Know About the Android Privacy Sandbox Launch?

The Android Privacy Sandbox, set to launch in 2025, marks a shift towards privacy-first mobile marketing. Google’s framework aims to replace third-party cookies with APIs for ad tracking, targeting, and data management. Remerge, a leading DSP, has been testing these APIs to ensure a smooth transition for advertisers. Unlike Apple’s ATT rollout, Google’s approach is more robust and complex but promises long-term benefits. Mobile marketers should partner with early adopters like Remerge to stay ahead. The Sandbox will impact retargeting, UA campaigns, and require adaptation, but significant performance improvements are expected over time.

Category: Blog, Prebid Pulse

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