Will Google’s antitrust trials finally demystify AdTech?

The ongoing Google adtech trial is drawing attention not only for its legal ramifications on big tech and industry monoliths but also for its potential to lift the veil of secrecy surrounding programmatic advertising. For years, digital advertisers—especially those new to the ecosystem—have struggled with the complexity and opacity of AdTech tools and processes. As the trial progresses, it offers a unique opportunity to demystify how these systems function, shedding light on everything from real-time bidding to audience targeting.

At the heart of the issue is the opaque nature of programmatic advertising, where the automation that makes ad buying efficient also obscures crucial aspects of pricing, inventory, and performance metrics. Newer advertisers, in particular, are left in the dark, often unsure if their investments are delivering optimal returns.

Ishank Joshi, MD and CEO of Mobavenue, emphasizes the importance of the current spotlight on data and privacy issues in demystifying the adtech sector. “This attention forces technology providers and advertisers to adopt transparent practices,” Joshi states.

A recent PwC report found that 82% of 1,000 Indian consumers consider protecting their personal data as one of the most crucial factors in earning their trust. This heightened awareness is driving adtech companies to prioritize user privacy and transparency, especially for new adopters, says Joshi, who advises, “For marketers and advertisers, this means prioritizing tools that align with ethical standards, ultimately leading to greater trust and adoption.”

Vinay Singh, co-founder of Digixpressions, echoes this sentiment, calling the attention to data privacy in the AdTech ecosystem “a welcoming step.” He explains, “It will restrict AdTech companies from using consumer data for personalization and ad profiling, without prior explicit consent.”

Singh highlights the potential negative impacts of hyper-localized targeting, particularly on vulnerable populations, and emphasizes that “data privacy settings will curb these illicit practices and empower users with practical tools to control their information in the digital space.”

Among other variables and vagaries that can help cloud adtech tools and processes, and lead to the sometimes opaque nature of the programmatic advertising ecosystem, Preetham Venkky, Chief Digital Officer, DDB Mudra Group, says the stage of the brand in its journey as an advertiser plays a role. “Size and stage of the brand matters again, but an advertiser’s TAM reach comes into play, when it comes to media buying, and how much they’re willing to spend on programmatic and adtech.”

Venkky, using these figures as more illustrative, says that a small company, with revenue under 10 million dollars, will concentrate the bulk of its ad spends on commonly utilised media formats, whereas large companies will have an aggressive and mixed media spend, including a budget for experimentation (and possibly bets that may not pay off).

“It’s the mid-size companies, say between 10-25 million, who are transitioning from smaller scales and aiming to go large, who will be looking at these spends closely and seeing what is working where as they want to maximise efficiencies and get the best ROAS,” says Venkky, adding that ultimately, it’s not about legacy or new digital-savvy brands, but what each advertiser wants from their ad spends that will determine their attitude to, and level of interest in, the intricacies of programmatic advertising and the technologies facilitating it.

Despite the challenges, programmatic advertising continues to gain traction in the industry. According to Statista, the digital advertising industry will see a 45% market share of programmatic advertising by 2025, indicating its growing importance. However, Joshi acknowledges that “programmatic advertising and its underlying algorithms still require further explanation. While we see increasing adoption, many advertisers still grapple with its benefits.”

Singh provides a more detailed breakdown of the specific areas within AdTech that need clearer explanations for Indian advertisers. “It's crucial for advertisers to understand how the automated buying and selling of ads works,” Singh states. He suggests that explainers on demand-side platforms (DSPs), supply-side platforms (SSPs), real-time bidding (RTB), and private marketplace (PMP) deals could help Indian advertisers enhance their strategies. Singh also emphasizes the importance of understanding “how these platforms collect and analyse consumer data.” He argues that clear explanations of “data collection methods, audience segmentation, and activation strategies” would empower advertisers to leverage Data Management Platforms (DMPs) effectively and deliver more relevant ads to their audiences.

Tejas Maha, Group Head - Media, White Rivers Media, believes that heightened media focus on data privacy and the advertising ecosystem is helping demystify adtech, making it more accessible for newer adopters. This scrutiny is building transparency, allowing businesses to truly understand adtech’s role and benefits. 

For Indian advertisers, deeper insights into programmatic advertising and data management platforms (DMPs) are crucial. These tools enhance targeting, efficiency, and campaign personalization. Prioritising ad fraud prevention and utilising analytics tools further boosts campaign effectiveness. As technologies like AI and machine learning evolve, Indian advertisers are well-positioned to leverage adtech responsibly and efficiently.

Experts agree that AdTech companies have a crucial role to play in educating advertisers. Joshi advises advertisers to “consider how these data-driven technologies can enhance their campaigns' efficiency and effectiveness while optimizing costs across the entire marketing funnel, from awareness and acquisition stages to retention.” Singh concurs, stating, “AdTech companies have a vital role here; providing clear and concise explanations of these concepts can empower advertisers to make informed decisions and drive better campaign results.”

As the Google adtech trial continues to unfold, it presents a unique opportunity for the digital advertising industry in India to become more transparent and understandable. By demystifying complex processes and prioritizing user privacy, the sector can build trust with both advertisers and consumers, paving the way for more effective and ethical digital marketing practices.