In an unusually direct reply to critics by the tech giant, Sissie Hsiao, Google's VP of product management,that names more than two dozen ad-tech companies and advertising competitors, including Facebook, Amazon, AT&T, Rubicon Project, MediaMath, OpenX, The Trade Desk, and Index Exchange.
"To suggest that the ad tech sector is lacking competition is simply not true," wrote Hsiao."To the contrary, the industry is famously crowded. There are thousands of companies, large and small, working together and in competition with each other to power digital advertising across the web, each with different specialties and technologies."Google's post went on to cite
from Advertiser Perceptions showing that in a survey of 155 digital publishers, the average one works with six supply-side ad-tech vendors to help manage ad inventory.from Advertiser Perceptions last year that found advertisers use about four demand-side platforms to help them buy programmatic ads. Thirty-five percent of advertisers in the study said that they used Google's demand-side technology.
Hsiao also wrote that Google's ad products have helped competition. Its publisher tools access hundreds of sources of advertising demand and its tools for advertisers plug into more than 80 exchanges, for example.
Google's power was evident in its recent decision to limit ad tracking in its Chrome browser, which controls about 50% of market share in the US, has caused advertisers and dozens of ad-tech companies that use third-party cookies to rework their strategies."It's going to be very difficult to replace the performance for unfettered marketing," Jason Hartley, SVP and national head of search at 360i, told Business Insider in May.
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