Google Commits to Opening Up Its Ad Stack, Marketers Remain Skeptical

A recent ruling from France could trigger a chain of global antitrust charges

After a two-year negotiation with French competition watchdog Autorité de la concurrence, Google pledged to make changes to part of its ad-tech stack Google Ad Manager in order to level the playing field. It’s a move that, to some, looks like an admission of wrongdoing. And while this will likely set off a wave of developments in global antitrust cases—look no further than Google’s agreement to U.K. oversight regarding third-party cookie alternatives—there are reasons some are skeptical.

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