Google's ad tech remedies: the publisher scorecard

Seven senior publisher and sell-side executives scored Google's court-ordered remedies an average 5 out of 10, praising the opening of AdX bidding to rival ad servers while warning several remedies address practices Google already changed.

The crux

The remedies move the pipes toward flowing more evenly but do nothing about "the source of the water," which publishers say is Google's demand, and publishers still bear all the switching risk.

Sell-side read

Mediavine's Eric Hochberger calls opening AdX "huge" and a path to switching stacks without sacrificing Google demand, but with no GAM market-share target and an unclear path for AdWords demand, most publishers will watch rather than migrate.

Watch

Whether AdWords demand actually shows up when the auction runs through a non-Google ad server, and whether CTV becomes "the next case waiting to happen" if regulators duck the hard choices.