Advertisers around the world are looking for more transparency and data into their programmatic buys from their ad tech vendors. However, one hold out is Google in the negotiation, a dominant player in the ad tech world.
Recently, a US-based retailer decided to not buy ads from the world’s largest online ad Digimarketplace Google Ad Exchange. They wanted granular log-level data about the bids won or lost by them over a festive period last year however Google refused. So, the advertiser spent dollars on the other programmatic platforms who were willing to share data and offer discounts.
As quoted by Digiday, the Head of Display at the U.S based retailer said,
“Google’s ad exchange didn’t make the list primarily because they’re not willing to give us any transparency or data around not only their take rates on our media sped but also anything we could already pull from our demand-side platform.”
Advertisers are unaware of how much money is Google making from the bids. Google shares aggregated information rather than impression-level data CPMs (Cost Per 1000 Impressions). Therefore, many advertisers are now looking for an alternative that gives them better CPMs and complete transparency over the data.
Some of the US-based advertisers are reducing, if not completely, stopping their spending on Google’s platform. Procter and Gamble’s marketers are one of them who are in the process of reducing the amount of money they spend on Google’s Ad Exchange, as explained by ad tech executives to DigiDay. He further expanded on the point, that it is unlikely that P&G will pull of the media dollars from Google’ s Ad Exchange. After all, Google holds power over auctions which means it can keep prices lower for advertisers and can perform better than other marketplaces.
For now, a handful of the larger programmatic advertisers are weighing their options on how much money to pull off from the Google marketplace. However, companies that have achieved better CPMs with other publishers have stopped buying ads completely from Google. On the other hand, some big programmatic spenders are pushing Google to share more granular data or else they will seek other ad exchanges.
“We’re seeing Google’s ad exchange become slightly less of the total pie,” said Jay Friedman, president at programmatic agency Goodway Group to DigiDay.
”I don’t have a percentage but it’s less but not significant.”, he further added.
However, it seems clear that Google would rather loose a few smart programmatic advertisers to protect the share of a multitude of other advertisers that buy Ads regardless of the price that they are paying.
Over the last decade, Google’s auction model has media buyers in a bind as on one hand, Google gave advertisers audience targeting specific data and a better chance of winning the Ads auction on its own platform rather than on the rival platform. Whereas, on the other hand, those benefits were only for those advertisers who used Google’s ad tech products to buy its inventory. Some advertisers stopped short over the setup but many believed that working on Google’s platform has more advantages and limited downsides.
The rival ad tech vendors, also known as Supply-side platforms soon turned the tide in their favor using header bidding to bid every impression. They started the first-price auction where the advertiser could bid exactly what he is willing to pay unlike in Google’s ad exchange where the price an advertiser pay is slightly higher than the bid they made.
Eventually, Google caved in and changed its policy in 2019 and introducing unified auction that would put Google in the level playing field with the rival platforms like Pubmatic and Rubicon Project that give advertisers access to granular data as per their need. Data from rival platforms is helping advertisers to chart the best course for a low-fee route to CPMs in this highly competitive market. In these auctions, there are chances of the same publisher inventory is made available through multiple ad tech vendors at the same time leading to advertisers paying more for inventory. To avoid this, advertisers are using the supply-path optimization technique to broker better programmatic deals, many of which are dependant on the data they receive from the vendors.
