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Google Proposes Splitting Ad-Tech Business To Prevent Antitrust Suit



Google Proposes Splitting Ad-Tech Business To Prevent Antitrust Suit

According to the Wall Street Journal, Google has proposed separating parts of its ad-tech business to prevent an antitrust lawsuit by the U.S. Justice Department.

Google proposes restructuring the company’s division that auctions and places web advertising into a separate company under Alphabet, Inc, the search engine’s parent company. Depending on the assets included, this could be worth billions of dollars.

Proposal Suggests Investigation Is Nearing Completion

The Justice Department has been investigating allegations that Google has abused its power as a digital advertising broker and auctioneer for some time. As recently as October 2020, it sued the company over claims it was illegally using its power to hamstring competitors.

Currently, the department is preparing a lawsuit alleging anti-competitive practices, which could be filed sometime this summer.

Google Under Fire From Several Directions

This latest charge comes on the heels of three antitrust suits from the European Union, in which Google was fined $1.6 billion for abusing its position as a dominant search engine between 2006 and 2016.

The search engine is also facing a lawsuit from several states, which accuses the company of running a monopoly. Google, however, has motioned to dismiss the case, claiming it is inaccurate and lacks merit.

Additionally, a bipartisan bill was introduced in Congress in May, which seeks to break up the company’s digital advertising business. The Competition and Transparency in Digital Advertising Act would ban companies that process more than $20 billion in digital ad transactions annually from participating in more than one part of the digital ad process.

In a statement, a Google spokesman acknowledged the growing competition in online ad technology while insisting there were “no plans to sell or exit this business.”


Split Could Change Process Of Ad Bidding, Lower Costs

Whether the Justice Department agrees to this proposal or the case goes to trial, this latest allegation could broadly affect digital marketers.

Should Google’s ad-tech division be split up, it could open the door for other digital ad companies to claim a more significant piece of the market. This increased competition could lead to lower prices as each company seeks to undercut its rivals for its share of ad revenue.

Last year, Google’s advertising revenue was more than $209 billion.

Source: Wall Street Journal

Featured Image: ByEmo/Shutterstock

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Meta Brings Automation To Small Business Advertising



Meta Brings Automation To Small Business Advertising

Meta is rolling out new tools to help small business advertisers take advantage of advances in AI and automation.

When creating an ad through a Facebook page, small businesses can now utilize Meta’s Advantage+ advertising technologies.

Advantage+, Meta’s most advanced AI and automation offering for advertisers, was exclusive to full-fledged campaigns. Now, it will be used when running single ads.

In addition, Meta is upgrading Advantage+ with new capabilities for shopping campaigns, app campaigns, and more.

Here’s an overview of all updates for Meta advertisers.

Meta Advantage+ For Small Business Ads

Small businesses can now use Advantage+ creative and Advantage audience to create ads through their Facebook page.

When using Advantage+ creative, ads will automatically adjust for each person who views them. Meta will show individual users the version of the ad they’re most likely to respond to.


Advantage audience allows businesses to target ads to relevant people more effectively. Meta will create personalized audiences for serving ads using details on the business’s Facebook page.

These tools are available starting today.

Advantage+ Shopping Campaigns

Meta Advantage+ can now help advertisers running shopping campaigns learn what’s working faster.

Using AI and automation technologies, Meta Advantage+ can generate up to 150 creative combinations at once.

Running multiple versions of ads at once is intended to help advertisers quickly identify what’s converting. With this data, advertisers can make more efficient use of their budgets.

Meta states in a blog post:

“In a study of 15 A/B tests2 , we discovered that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads. With these savings, businesses can reinvest in their marketing strategies and drive customer acquisition and sales more efficiently.”

Advantage+ shopping campaigns are rolling out to ecommerce and retail advertisers on August 15.

Later this year, U.S. businesses with a checkout-enabled Shop will have the option to add their Shop as a destination for Advantage+ shopping campaigns.


Updates To Meta Advantage+ App Campaigns

Meta is releasing a series of updates to an existing Advantage+ solution.

Advantage+ app campaigns are getting the following updates:

  • More creative flexibility with asset pairing and improved stability
  • 7-day click attribution
  • Split testing capabilities
  • More granular reporting insights with the region and ad-level data

Better Results For Advertisers?

It’s no secret Facebook’s ad targeting capabilities took a significant hit when Apple let users block trackers on iOS. As a result, Meta’s ad revenue growth began to slow down.

Meta’s last quarterly report revealed the company experienced its first-ever decline in ad revenue. There’s pressure on Meta to deliver better results next quarter.

Bringing advanced targeting capabilities to small business advertisers may give Meta the boost it needs in the short term. The question is whether this solution will generate long-term results for advertisers.

Meta’s next quarterly report will be interesting, as it will show us if advertisers are sold on Advantage+.

Source: Meta
Featured Image: Wirestock Creators/Shutterstock

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