A supply who consults with small publishers, who requested anonymity to debate delicate business relations, advised ADWEEK that 20% is commonly the usual charge card of SSPs, (in fact, publishers can usually negotiate these charges down from most SSPs exterior of Google). A 2022 research by information science and analytics agency Adalytics discovered that the common SSP take charge among the many information sampled was round 23%.
Nonetheless, an SSP supply, who additionally requested anonymity to debate delicate business relations, advised ADWEEK that SSPs’ common take charge is round 15%. A part of the rationale these takes charges differ comes from adtech companies not publicly disclosing their charges, and charging totally different income shares for various publishers.
DOJ proof introduced earlier within the trial made Google’s take charge look extra unreasonable.
Did Google actually fear about its rivals?
Exhibiting that Google internally felt it was shedding floor to rivals doubtlessly undermines the notion that Google is a monopoly. On Sept. 25, Google submitted reveals revealing these fears.
A June 2019 presentation notes Google is “shedding share in US Show market general and to key rivals (FB & TTD),” referring to Fb and The Commerce Desk, “primarily pushed by GDA,” or Google Show Adverts. The presentation notes that Google’s show market had solely grown 8% year-over-year in the course of the first half of 2019, whereas the general market had grown 14%-20%, in response to Emarketer information the presentation cites.
The presentation says that DV360, Google’s DSP meant for extra refined advertisers, accounted for extra development than GDA, Google’s software for smaller advertisers.
“Fb, Instagram and Criteo supply larger inventive controls & native codecs to advertisers,” the report reads, describing one of many root causes of the slowing development of the show enterprise. The report additionally notes “Power DV3 product instability points proceed [to] make us weak,” referring to DV360.
Fb, it’s value noting, shut down its internet show enterprise in 2020, although nonetheless maintains an advert community for cell.
Google additionally posted a January 2021 presentation evaluating the aggressive risk of The Commerce Desk, first reported by AdExchanger.
That presentation notes that Google already misplaced $510 million to The Commerce Desk in 2020, whereas one other $1.4 billion was in danger, partly from prospects selecting The Commerce Desk for its identification resolution and CTV capabilities.
