How Google’s Upcoming AdX Changes Could Affect Media Buys

Auction overhaul prompts a sigh from buyers as possibility of another tech tax looms

Shield with a checkmark surrounded by people with laptops
Google's latest AdX changes come amid an ongoing privacy crackdown from multiple regulators. Getty Images

Last week, Google announced it would move to block certain contextual information from its programmatic trading platforms. The move effectively amounts to a tech tax hike, but some hope it will lead to more household brands sponsoring news content.

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