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The demand-side platforms of two ad-tech vendors, Yahoo and Amobee, have removed Google Open Bidding as a path of supply for their clients, sources tell Adweek, a decision that industry experts attribute to efforts toward supply-chain optimization and a growing movement to curb the influence of Google.
The move follows The Trade Desk’s February decision to turn off Open Bidding when announcing the launch of its OpenPath solution. That declaration emboldened others in the ad-tech ecosystem to follow suit.
Analysts
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