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

google ad exchange algorithm
Google is changing how its ad auctions work. Getty Images

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.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.