Week in review: The future of Google’s ad tech

Plus: Does Google own the internet, Big Tech wants live sports, and BNPL in flux July 31, 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. Its current roster includes Google Ads (formerly AdWords) and DV360 on the demand side, as well as AdSense, Google Ad Manager, and AdMob on the supply side. 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. [Read the full article.]( [Webinar: How to Use Data to Boost Ad Creativity]( Learn the data marketers can use to curate their next creative campaigns. Turn top metrics and insights into engaging ads for social media, video, CTV, and more. Join eMarketer’s live Tech-Talk Webinar, presented by QuickFrame by MNTN. [Register Now]( ADVERTISEMENT [Building a global community: Airbnb and Volkswagen’s approach]( For global brands like Volkswagen and Airbnb, building online communities offers a way to strengthen relationships with customers, advance product development, and drive business value.[Read this sponsored article, contributed by Meta.]( [The NFL flexes its streaming power, but its game plan has lots of caveats]( The NFL’s streaming service is full of ifs and buts: Deals with other streamers complicate the league’s attempt to flex its viewership.[Read the full article.]( [The Weekly Listen: Does Google own the internet, Big Tech wants live sports, and BNPL in flux]( Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and vice president of Briefings Stephanie Taglianetti. Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts.[“Behind the Numbers” is made possible by MNTN.]( [Marketing and retail AI applications pay off for brands]( AI applications are becoming more common across functions including supply chain, product, and back office. Brands are using AI tools to generate deep customer insights, track supplier pricing, and more.[Read the full article.]( ©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](.