Who was harmed?
The unredacted submitting doesn’t totally clarify how Google truly used the advert server knowledge nonetheless. And in advert tech, the satan is within the particulars.
“There are a whole lot of lacking particulars and an enormous conclusion,” cautioned Scott Messer, SVP of media at Leaf Group.
If Google used advert server log knowledge to benefit itself, the query is who ended up dropping the stacked recreation: publishers, SSPs, or another person.
As an example, publishers could be harmed probably the most if Google used the information to inform advert patrons like DSPs to bid much less, inflicting publishers to obtain decrease costs for his or her advertisements.
“When the mud settles, it is going to prove that digital programmatic is just not truly THAT unhealthy a enterprise for native publishers except for an opaque duopoly that allowed worth to be siphoned off at each hyperlink within the chain,” tweeted Damon Kiesow, Knight Chair in Journalism for the College of Missouri and a former head of product for McClatchy.
On the flip facet, unbiased SSPs would have been most harmed if Google used advert server knowledge to vary the flooring on some stock, serving to its personal advertiser demand win. Advertisers who used Google’s DSP would profit, however entrepreneurs who used third-party DSPs would lose entry to stock.
“The management of the writer advert server has been crucial in Google’s domination of digital promoting,” mentioned Romain Job, Chief Technique Officer of Sensible, an advert server and SSP competitor to Google. “Whereas it could by no means have been a money cow, advert server management permits Google to dam different gamers from competing for share.”
So relying on if Google used the advert server knowledge to do bid shading (which might damage publishers) or change value flooring (which might damage aggressive SSPs and advertisers utilizing non-Google DSPs), the apply would damage completely different components of the advert ecosystem.
The dearth of transparency makes it more durable for publishers and advertisers to determine who benefitted from Google attempting to route extra advert spend by way of its pipes.
“The mechanics…would decide whether or not or not it finally helps or hurts publishers,” Lesko mentioned.
Does Challenge Bernanke nonetheless exist?
Challenge Bernanke occurred earlier than header bidding modified the public sale atmosphere, and it’s unclear how its knowledge sharing program advanced after header bidding took off.
However the identical rules that outlined Challenge Bernanke may very well be utilized by way of Google’s open bidding characteristic. Publishers see proof they already are.
“We see elevated CPM and win charges from the identical alternate by way of [open bidding] vs. [header bidding],” even when accounting for timeouts, Lesko mentioned.
Exchanges use open bidding to entry extra knowledge, which improves their public sale logic so they appear higher to DSPs.
“Google may very well be attempting to stunt header bidding in favor of open bidding the place it may exploit bid-level knowledge to its profit,” Job mentioned of Sensible.
So if Google remains to be quietly sharing advert server knowledge with different Google advert merchandise, whereas withholding that very same knowledge from rivals, Challenge Bernanke lives on.