What’s the outlook for Google’s ad tech?

Plus: Netflix’s AVOD opportunity July 26, 2022 [The 5-year outlook for Google’s ad tech]( Google launched its first ad technology product, AdWords, 22 years ago, and its ad tech collection has expanded, consolidated, and rebranded several times since. It can be challenging to differentiate between the individual elements of Google’s ad tech stack. That’s by design: There’s a lot of overlap, and each element is meant to be stronger, or at least easier to use, when paired with other Google elements. A complex and highly integrated ad tech stack is a great defense against competition. The 5-year outlook: The most serious threat to Google’s ad tech dynasty is regulation. Google has been at the center of countless antitrust lawsuits worldwide, with governing bodies slowly forcing more balance in the advertising marketplace. The recently introduced Competition and Transparency in Digital Advertising Act, for example, would compel Google to sell off its ad tech products. [Read the full article.]( [Media that matters. Marketing that works.]( Skai empowers marketers with insights you can use, data you can trust, and impact you can measure on the media that matters most. Powered by intelligence, our omnichannel marketing platform connects all the walled gardens so you can reach your audience at the right time, on the right channels. [Explore the Platform]( ADVERTISEMENT [Around the World: The AVOD opportunity]( Join our analyst Bill Fisher as he hosts analysts Paul Briggs and Matteo Ceurvels to discuss a few of the markets Netflix is looking to disrupt. Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts.[“Behind the Numbers” is made possible by MNTN.]( [Marketing During the Supply Chain Crisis - Steps to Take Now]( A broken supply chain leads to bad customer experiences. Learn how to avoid losing customers from out-of-stock notices and shape demand. Join eMarketer’s live Tech-Talk Webinar, presented by Adobe, for recommendations that go beyond traditional marketing messages to address today’s current challenges. [Register Now]( ADVERTISEMENT [In a first, 5G will make up majority of smartphone shipments]( This year, for the first time, 5G phones will make up the majority, or 56%, of smartphone shipments worldwide. By the end of 2026, their share will grow to 76%. As 5G phones become ubiquitous, their average selling price will decrease by $168 over the next four years.[Go beyond the chart.]( [How Data Can Unlock the Artist Inside Every Marketer]( Learn insights for social media, video, and CTV advertising, as well as the top metrics to analyze when surfacing for future campaigns. Join eMarketer’s live Tech-Talk Webinar, presented by QuickFrame by MNTN. [Register now.]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.