Google sheds its nice guy poise as the legal heat dials up

Evidence in week one of its ad tech antitrust trial reveals an iron fist couched within its velvet glove. September 16, 2024 [Google sheds its nice guy poise as the legal heat dials up]( Evidence in [week one of Google's ad tech antitrust trial]( reveals an iron fist couched within its velvet glove. Additional coverage: - [X is going back to its roots](, pushing real-time conversations — and more importantly advertisers' ability to target the ones they deem suitable. - IPG’s Magna unit, whose market intelligence arm regularly forecasts media spend across all media, just [upped its predictions for U.S. media spend]( in full-year 2024, based on strong actual revenue for the first half of the year. - A [Digiday+ Research survey found]( that many in the ad industry believe Google Privacy Sandbox proposals could offset competition remedies sought by the Justice Department. - The next generation of influencers and content creators may not come from social media — instead, expect them on gaming platforms, from Roblox and Fortnite to the adjacent communities on Twitch and YouTube, according to [this Digiday+ Media Buying Briefing](. - The chatter after week one of [Google’s ad tech trial is all over the map]( — some say it’s the start of a seismic shift, others write it off as background noise. - The first half of 2024 was pretty good for publishers' advertising businesses, but the expectation is that H[2 will be even better](. - Speaking at Digiday media’s Retail Media Strategies event on Thursday morning, [Clinique exec Maiah Martin explained the intricacies]( of the brand’s wholesale retail strategy. Other things to know about - Only six passes remain for the [Digiday Publishing Summit]( in Miami, September 23-25. Don’t miss the chance to network with execs from TIME, Axios and more. Secure your spot before the meeting scheduler opens on Wednesday, September 18. - In the current price-sensitive environment, a new survey shows what [consumers value most: discounts, loyalty programs and product reviews](. Sponsored by Klavyio. - Fans are willing to subscribe to multiple platforms to follow their favorite teams, making [sports a critical tool for attracting and retaining viewers](. Sponsored by Nexxen. Top Stories [Google on Trial]( [Google sheds its nice guy poise as the legal heat dials up]( Evidence in week one of its ad tech antitrust trial reveals an iron fist couched within its velvet glove. howdy! [Marketing on Platforms]( [Pitch deck: How X’s ‘real-time’ factor has become the star of its latest pitch to advertisers]( The social network is going back to its roots, pushing real-time conversations — and more importantly advertisers’ ability to target the ones they deem suitable. Advertisement [Sponsored by GumGum]( [Strategically reassessing tech stacks provides marketers a golden opportunity amid industry shifts]( Following Oracle’s ad business shutdown, marketers need a reliable alternative. They’re empowered to refine data strategies and boost marketing effectiveness. howdy! [Strategizing for the Future]( [Magna nudges its 2024 media spend forecast upward]( IPG’s Magna unit, whose market intelligence arm regularly forecasts media spend across all media, just upped its predictions for U.S. media spend in full-year 2024, based on strong actual revenue for the first half of the year. [Sponsored by The Media Trust]( [How AI is impacting political advertising]( Publishers are reducing the risk of AI-altered images and deepfakes in political advertising, which contribute to the spread of disinformation, with new mitigation strategies and tools. howdy! [Google on Trial]( [Digiday Research: Ad industry split on whether a divestiture of Google's sell-side ad tech will change anything]( A Digiday+ Research survey found that many in the ad industry believe Google Privacy Sandbox proposals could offset competition remedies sought by the Justice Department. Advertisement [Sponsored by Amazon Ads]( [How bid shading is improving campaign performance and increasing cost efficiency]( As advertisers realize ad IDs are unstable, they seek refined approaches to programmatic ad buying – bid shading has emerged as an advanced strategy. howdy! [Gaming & Esports]( [Media Buying Briefing: Agencies cultivate the next generation of influencers through gaming]( The next generation of influencers and content creators may not come from social media — instead, expect them on gaming platforms, from Roblox and Fortnite to the adjacent communities on Twitch and YouTube. howdy! [Google on Trial]( [As Google’s antitrust trial intensifies, the ad industry speculates the consequences of a potential breakup]( The chatter after week one of Google’s ad tech trial is all over the map — some say it’s the start of a seismic shift, others write it off as background noise. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. 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