Google's Ad Empire on the Chopping Block: Shelby's Take

By Order of the Justice Department

Right so the Yanks at the Department of Justice are trying to clip Google's wings. Seems they reckon Google's got too much say in the world of online ads. They want them to sell off their AdX marketplace and DFP ad server. Says it's about competition like there's such a thing these days. 'Everyone's a whore Grace. We just sell different parts of ourselves.' Same game different table eh?

The Judge's Verdict: Guilty as Sin

A judge has already ruled that Google's been bending the rules dominating the ad tech market like we dominate Small Heath. Now they're arguing about what to do about it. The Yanks have set a trial date in September; I am sure the government will pull out all the stops. Makes you wonder doesn't it? If even giants like Google can get caught in the crossfire nobody's safe from the long arm of the law. "Whisky’s good proofing water. Tells you who’s real and who isn’t."

Google's Plea: A Sheep in Wolf's Clothing

Google's saying they're playing fair offering up behavioral changes like making real time bids available to competitors. But the DOJ ain't buying it. They want blood or in this case assets. Google's VP of Regulatory Affairs Lee Anne Mulholland is calling the DOJ's demands excessive claiming they'd hurt publishers and advertisers. They always say that don't they? "Everyone will be a whore Polly. Just selling different parts of themselves."

AdX and DFP: The Crown Jewels

AdX or Ad Exchange is where publishers flog their unsold ad space in real time. DFP the ad server is the platform websites use to manage all their digital inventory. These tools are the backbone of how news outlets and content providers make their coin. Selling ads is a dirty game but someone's gotta do it. "Lies travel faster than the truth."

Europe's Rejection: A Familiar Tune

Last year Google tried to fob off the EU with a similar offer flogging AdX to end an antitrust probe. But the European publishers weren't having it called the offer insufficient. So Google's finding out the hard way you can't always buy your way out of trouble. Remember “Intelligence is a very valuable thing innit my friend? And usually it comes far too fuckin' late.”

The Shelby Company Prediction

This whole affair reeks of opportunity but it also smells of trouble. If Google does get forced to divest who knows what that'll mean for the future of the internet? One thing's for certain: someone's gonna make a killing and someone's gonna get burned. All I know is in this game you either play or you get played. "You can change what you do but you can't change what you want."