Be careful what you wish for
Industry experts warn that breaking up Google could destabilize the digital advertising ecosystem, which relies heavily on the company's integrated services
Many media buyers fear potential disruptions to their established processes, and even Google's harshest critics among publishers admit that selling its sell-side ad tech could hurt their ad revenues, at least in the short term.
Key takeaways
- Divestiture could lead to revenue losses for publishers and increased operational challenges;
- Critics contend that while Google's dominance imposes structure, dismantling it could have unintended negative consequences.
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