Google's Latest Ad-Tech Changes and the Likely Future Impact

The programmatic market is in for substantial correction as Google rolls out unified auctions


Last week, Google announced unified auctions are coming to Google Ad Manager, its sell-side offering, making this the latest move in what some deem as a major overhaul to the company’s suite of ad tech, aka the entity formerly known as DoubleClick.

Given the scale of Google’s influence, the move is likely to affect multiple tiers of the ad-tech ecosystem, with some even predicting that it could represent the beginning of the end for one of the most significant topics of debate in the sector for the last five years: header bidding. Additionally,

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