Perspectives

In 2021 the French Competition Authority fined Google for anti-competitive behavior in the ad tech sector. Here’s a recap of what Google committed to and what’s been implemented to date.

The future of digital advertising remains to be seen. However, Google has stoked a flame of innovation and collaboration from all corners of the industry that may lead to a marketplace that emulates the yesteryears of advertising.

The advertising industry is in a transitional phase where all players are trying to balance audience data-rich advertising’s efficacy with the imperative to protect user privacy and consent. Google’s latest privacy announcement reinforces the need for flexible and agnostic technology to succeed in the post-cookie world.