Will Google's Empire Crack Under Regulatory Pressure?

Experts expect the tech giant to give its ad stack a shake-up to ward off a breakup

Google is facing unprecedented public scrutiny, both in terms of user privacy and how it makes smaller companies use its advertising tools. And some well-positioned industry observers are forecasting seismic changes in how the tech giant’s interwoven ad stack—Google controls access to the ad inventory and owns the ad exchange, and its algorithm helps decide which ad impressions to buy (on Google’s ad exchange or those of third parties)—is used to direct the flow of ad dollars.

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