over its dominance of advertising technology could help rivals and websites that sell ad space, but leaves an uncertain future for the advertisers themselves, experts told Reuters.
Ad industry executives say Google’s business in placing ads on websites it does not own gives Google valuable information on an ad’s effectiveness. If Google is forced to divest the tools that serve publishers, it would benefit competitors like Xandr, which is owned by Microsoft, that will still work with both sides of the ad-buying ecosystem, Bannister said.
The divested assets could result in Google losing key data that helps target ads to relevant consumers, he said.
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