Google Sued: Advertising Antitrust

Beauty.The Justice Department is drafting a plan against GoogleAntitrust litigation。

Google dominates the $130 billion digital advertising market.Public Knowledge, a Washington-based technology policy group, is running a research project funded by OmidyarThe U.S. government is likely to file an antitrust lawsuit against the internet giant because Google's monopoly is hurting advertisers, publishers and consumers.

Google has taken a series of acquisitions to establish control of the advertising technology ecosystem and use that advantage to crowd out competitors and gradually monopolize the market.The end result of this monopoly is that both buyers and sellers of advertising transactions must do so through Google, and they do not benefit from it.

"We are very concerned about the status quo, " said Fiona Scott Morton, an economist at Yale University and one of the study's authors. "There's a lot of public evidence that Google's anti-competitive initiatives exist, and that's what's going on, " he saidAffects the fairness and freedom of the marketthis harms both competitors and consumers. "

The report is called a road map for a monopoly lawsuit against Google. The report come as the U.S. Department of Justice is drafting a lawsuit against Google, accusing it of violating antitrust laws. Since 2019, the State Department's antitrust division and state attorney general have been investigating the company's behavior in the digital advertising market.

The report reviews Google's dominance of digital advertising and details possible antitrust violations by Google's actions. Omidyar will share research with the Justice Department focusing on display advertising.Google has a number of products on its display supply chain that can influence advertisers like Procter and Gamble, as well as publishers like ESPN。

In the wake of the COVID-19 outbreak, Google's dominance has become increasingly aggressive. While advertising by media companies is plummeting, and new media outlets such as Cond? Nast to Vicke and Quartz are laying off workers, Google is taking 40 cents for every dollar spent on advertising deals and giving the remaining 60 cents to publishers through its role as an advertising intermediary. If the advertising market is a highly competitive free market, Google can't make that much money, the report says.The report describes 20 examples of Google's monopoly, including blocking Google's technology from interacting with competitors' technology, raising costs for competitors and resisting transparency requirements that benefit publishers and advertisers.

"Many people believe google search is the best search engine in the world. We are not questioning that. The fact that we want to state isHow Google is using the decade or so it already has in search as a springboard to deploy increasingly interconnected anti-competitive strategies.”

Google retorted in a 2019 post, claiming that "the advertising technology industry is notoriously 'overcrowded'." Our competitors include giants such as Amazon, Facebook, AT&T and Oracle. Advertisers and publishers have been using multiple platforms to buy and sell advertising space. In such an increasingly competitive environment, publishers and marketers have a huge choice.

In one case cited in the Omidyar report, Google improved its auction process and increased the cost of competing platforms by 10 per cent when publishers threatened Google with a new advertising bidding process. This directly reduces publisher revenue. But in order to get priority over Google search results on mobile devices, they must be forced to agree to the arrangement and follow the Google bidding process.

Fiona Scott Morton, an economist at Yale University and author of the article, said: "Publishers have to compete with Google's other assets, such as YouTube, to win advertising, and rely on Google to get sales advertising space. It's a big problem. "Google's monopoly on advertising technology is designed to give publishers and advertisers a choice, or no choice but Google.”

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This special course focuses on the U.S. advertising market, focusing on Facebook, Google, Amazon and other platform delivery strategies, as well as mobile app growth marketing strategy, divided into 6 major parts, by 6 advertising marketing technology experts to teach you online and offline advertising purchase and delivery operation, data-driven advertising technology and measurement means, with you from 0 to 1, the system to learn the skills needed to become advertising and marketing technology talent, for you to establish a comprehensive knowledge system, Meet your professional and skill needs!

1. Course teacher

"American Advertising Technology Special" by MarTechApe invited U.S. advertising technology experts carefully created! The presenters are engaged in front-line work for well-known companies in the advertising and marketing technology industry in the United States.

Ad Partnership Manager, TikTok Advertising, USA
Director of Himalayan Growth
Amazon's Programmatic Solutions Consultants
Media Planning Manager, Dentsu Electric Group, USA
U.S. Amazon ad account manager and former Omnicom search ad specialist (Search Specialist)
Senior Growth Manager, Jack Pocket, US online lottery app and former head of growth for New York social technology companies

2. Curriculum

Advertising Science and Technology Special

American Shaky TikTok

Advertising Sales Manager - "The Complete Analysis of Digital Advertising in the United States"

1. Advertising Analysis: Agency, Publisher, and Brand, respectively, play a role in the advertising ecosystem. The industry landscape of WPP, IPG, Publicis, Dentsu Aegis and MDC Partners, the top five holding companies in the advertising industry.

2. Separation of advertising creativity from media buying: from the creative dominance of the "advertising maniac" era to today's media buying leadership, detailing the segmentation and development of advertising companies and functions.

3. Who moved the advertising agency's cheese? The share of consulting firms and technology platforms is up for grabs.

4. Data-driven advertising technology. The line between technology and advertising is blurring. What are procedural ads, marketing attributions, and connected TVs? How to deal with the data-driven advertising age?

5. Stay on top of marketing/advertising technology. Introduce mainstream advertising trends in the U.S. and teach you how to stay at the forefront of advertising technology.

Jack Pocket, the first mobile lottery app in the United States

Senior Growth Manager - Mobile Growth Marketing

1. Introduction to Mobile Growth

How to play overseas mobile app market, growth of high-quality customers

2. Mobile marketing attribution

Learn marketing attribution, you are close to success. You will learn the importance of attribution in mobile marketing.
What is SDK, deep links, postbacks? How can cross-channel marketing help brands grow?
What are the challenges of mobile marketing attribution?
Is there a 100% correct attribution? How can I tell if marketing attribution is correct?

3. How to do mobile app creative ads

Share the Camfrog ads case, how I started from 0, designed and produced video ads, achieved 100% revenue growth for Camfrog, and saved half of the acquisition cost

4. How can I continue to expand my impact on the basis of the winning campaign?

Instagram live story ads
Snapchat ads
Facebook ads
Mobile App Install Campaign for multiple platforms
How to get User Acquisition for users
How to do redirect Retargeting

5: Google UAC (Universal App Ads)

How to play with the new version of Google UAC
How to track user behavior within an APP
Advanced UAC measurement method advanced UAC measurement

6. Improve retention and activity

How to optimize your mobile user journey for secondary growth
Funnel Optimization recommends
How to improve retention and activity (Retention and Engagement)

7. Mobile APP Mall Optimization

Blast mobile app is to do this app mall optimization
Mobile Mall Optimization and Apple Search Ads
Product details experiment with Store Listing Experiment

Amazon Advertiser Manager, former world's second-largest advertising group Omnicom

Search ad experts - Google and Amazon's search bid ads

1. Search Engine Marketing Industry Introduction, Getting Started, Application Examples.

2. Get started with Google AdWords and build Google AdWords ads.

3. Google AdWords optimization tips and best practices in the E-commerce, CPG, and Pharceutical industries.

4. Amazon Advertising Amazon Advertising Platform Manipulation Introduction. Create search ads on Amazon Marketing Services (AMS).

5. Amazon Ads optimization tips and best practices for different industries.

6. Job search Engine Marketing and interview question guidance.

Himalayan APP

Director of Growth - Facebook Social Ads

1. Facebook Ads Basic Introduction and Facebook's Ad Structure

Facebook's classification
Facebook Ads account structure

2. How to build a new Campaign from scratch

Goal, Targeting, Creative 和 Tracking
Campaign level
Ad Sets level
Ads level
Tracking

3. How to set up Targeting: Good Targeting is half the success

Geo (Geographic) and Demographic (Demographics)
Interest-based + Lookalike + Retargeting
Placement

4. 如何设置Creative: What works and what doesn’t

Creative kind
Some technical details and requirements of Creative
Creative best practices

5. 通过Facebook Ads 进行 A/B testing

Pre-experiment preparation: Test variables, sample size, budget
How to experiment with Facebook's A/B testing tool

6. Basic optimization methods , industry-specific Best Practice , and how to scale up

Basic optimization: Optimization is based on campaign structure
Industry-specific Best Practice
How to scale up

Amazon Amazon Programd Advertising Advisor- Procedural Advertising (Basics and Advances)

1. Why do we buy ads procedurally?

2. The basic concept of Programmatic, a media-traded market like NASDAQ

Live bidding (RTB: real-time bidding)
Buyer Platform (DSP: demand-side platform)
Ad Network/Seller's Market (Ad network/SSP, supply-side platform)
Digital Publishers
Ad inventory (ad inventory)

3. From the case point of view of how the auction in the programmatic campaign is going on and what is going on with the bid (focus: publisher waterfall)

4. Programd campaign typeIntroduction to classification

Redirect (retargeting)
Prospecting/Discovery Class
Behavioral targeting for user behavior
According to the content of the contextual targeting
KPI：CPA，CTR，VCR，Viewability，Reach

5. Programmatic industry hotspots: EU data control GDPR, changes in the bidding system (from second-price auction to first-price auction), brand safety

6. "Technical issues" for Programmatic entry-level job interviews

7. What is a day like for a programmed advertising manager?

8. Change the initial auction mechanism of the Internet advertising landscape and dig deep into the bidding mechanism behind the advertising transaction.

9. Take Google Campaign Manager (formerly DoubleClick Campaign Manager, or DCM) as an example of a third-party advertising server. From Fludlight to Taffick ads.

10. Why conversions are born equal, but some conversions are more equal than others - from a reporting point of view, advertising attribution.

11. How to choose the buyer platform that's right for you - yes, "fit" rather than "best".

12. Dynamic Creative Optimization Solution.

13. Connected TV, the hot spot for streaming advertising purchases.

Dentsu Aegis, the world's fifth-largest advertising group

Media Planning Manager - American Media Planning

1. Media planning workflow

What is media planning?
What skills do I need to be a media planner?
Description of the case
Day to Day Life workflow

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Diving into Objective
How to define campaign targets
(Four Objectives & KPIs)

3. Media research and user portraits

Gain insights from your data
Media Research tool
Build portraits with data and insights

4. Traditional media planning/purchasing

TV Planning TV (Linear and Advanced TV)
Radio Planning Audio (Radio and Digital)

5. Digital media planning/purchasing

The state of digital media
Process Overview + Key Targeting Method
Digital Media Funnel (漏斗) & Tactics by funnel

6. Media Algorithms and Applications (Media Math)

Traditional media metrics and algorithms
Digital media metrics and algorithms
Practice in class
Course reviews and knowledge supplements,

3. Course format and course flow

Immersive learning experiences bring online courses closer to offline learning. To prevent course hoarding, teaching assistants urge the end of the class.

1). Head teacher

Responsible for planning the learning process for all participants, assigning assignments and deadlines.

2). Teaching Assistants

The teaching assistants of the teaching assistants will be nice to remind everyone to hand in their homework and answer questions.

3). Job

Work once a week to test learning results and take 15-30 minutes.

4) Special certificate

The certificate sample is as follows:

4. How to register
Price:$1899

Group purchase offer at the time of the epidemic: $1599

We provide Invoice or invoices that can be used for corporate reimbursement

Registration channel:

Mobile channels support RMB payments, and website channels support US dollar payments

If you encounter problems with your registration, you can ask your assistant:

Keep learning, stay competitive in the workplace, MarTechApe class, look forward to your arrival!

Google Sued: Advertising Antitrust

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