Google’s AdX expenses take charges of round 20%, greater than most of its SSP opponents, in keeping with earlier testimonies within the DOJ case. One publishing supply, who additionally requested anonymity to debate delicate business relations, stated they switched non-public offers to non-AdX SSPs that charged a decrease share income share for publishers.
Consumers confined to AdX may miss out on among the stock publishers solely make accessible to rival SSPs that lower a lower-percentage rev share. Nevertheless, two writer sources stated it might be unlikely for any writer to fully lower AdX out of huge swaths of stock due to the massive quantity of demand it brings.
The 2024 context
It’s price noting that a lot of the DOJ’s proof towards Google, together with the emails cited right here, is from greater than a decade in the past when the programmatic ecosystem was much less mature. As we speak, in a extra commoditized market, most main publishers work with many of the main SSPs.
A DSP supply, talking anonymously to debate delicate business relations, stated that non-Google SSPs have benefits in cellular app, CTV and basic video stock in comparison with AdX.
“In case you had been constructing a DSP and, for some cause, may solely combine with one change, AdX can be the only option,” the DSP supply stated.
Nonetheless, many patrons have a most popular SSP they prefer to work with, and it’s not all the time AdX, a second publishing supply stated.
“In case you’re a purchaser, you relatively have extra data [that comes with working with more partners] than much less,” the primary writer stated.
