“Publicis Groupe’s $2.2 billion acquisition of LiveRamp is another nail in the coffin of the advertising technology market. Google dominates the key steps in the supply chain: owning consumer data, Google Ads, Ad X and controlling distribution of ads over the internet, blocking others from matching ads with inventory outside its system. Those wanting to by-pass its control have depended on LiveRamp as an independent intermediary; providing RampID graph and traffic authentication which helps publishers check that they are reaching audiences and verifying numbers. That neutral “Switzerland of Data” will now disappear inside Publicis’ tech stack. In a world dominated by Google further consolidation substantially reduces competition meaning that advertisers and publishers have fewer alternatives and prices are likely to increase.
“Thickets of inconsistent privacy regulation, at national and state level, add to the burden and prevent market entry. The market is saturated by regulations that are impossible for new entrants to navigate. At the same time, the regulatory complexity is exploited by the incumbent multinationals against entrepreneurs. The combination throttles innovation.
“All market players, from brands and publishers through to agencies and platforms, have an interest in advertising technology remaining healthy, innovative, and competitive. The wider public interest in the plurality of the media and freedom of speech depend on it. As such, we need to push together to enable entry and innovation.
“Simplification of the forest of state legislation is thus vital. The proposed Federal Privacy Bill is a solution that will both better protect privacy and enable entry. It a step in the right direction to fostering these market conditions and it’s essential that everyone makes their voice heard in an effort to get this legislation pushed through.”