Brian Mandelbaum, chief executive of marketing firm Aten, said Apple Inc., which has been steadily growing its nascent advertising business and promoting it as privacy-focused, could be a winner if Google ads become less effective. It is possible
Advertising industry executives say that Google’s business of placing ads on websites gives Google valuable information on the effectiveness of an ad.
Apple has “the potential to become a new dominant force” in advertising, because Apple has data through ownership of phones, its Safari web browser and distribution of apps through the App Store, he said.
Paul Bannister, Chief Strategy Officer at CafeMedia, said Google’s competitors in ad technology are increasingly building products that serve publishers such as news websites, which sell ad space and buy ads, much like Google currently does. Size publishers sell advertising space.
Bannister said that if Google is forced to divest the tools it serves publishers, it will benefit competitors like Xandr, which is owned by Microsoft, which still controls both sides of the ad-buying ecosystem. will work with
Mandelbaum said that with more options beyond Google, publishers would have more transparency in how much they can sell ad space for, and pay less in fees.
