Google Tightens How Advertisers Buy YouTube Ads

Could have big ramifications for ad-tech firms

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Google wants more control over how advertisers buy YouTube ads.

On Thursday, the search giant revealed that it will cut off ad buying through DoubleClick Ad Exchange (or AdX), its programmatic network, by the end of the year.

Instead, advertisers will need to go through Google's AdWords or DoubleClick Bid Manager, the company's other two pieces of software that marketers use to buy search and skippable TrueView promos.

The move shows how Google wants a tighter grasp on its ad business.

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