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Google's decision Thursday to shut down YouTube media buying on its programmatic network DoubleClick Ad Exchange (or AdX) signals the tech giant wants tighter control of its growing advertising ecosystem. But the attempt to create a so-called walled garden with video ads has some agency execs baffled.
Under Google's new rules, marketers won't be able to buy YouTube ads through AdX at the end of the year. Instead, they will need to work with Google to make ad buys through Google's AdWords or DoubleClick Bid Manager, which are already used to sell search and skippable TrueView ads.