Latest news with #AdExchange
Khaleej Times
6 days ago
- Business
- Khaleej Times
UAE gets first homegrown ad exchange platform to combat advertising fraud
In a landmark move for the region's digital advertising landscape, VeraViews has announced the official launch of the UAE's first home-grown Ad Exchange and Supply-Side Platform (SSP), established to set a new gold standard for fraud-free programmatic advertising. Developed under the Ministry of Economy's NextGenFDI initiative, the platform connects advertisers directly with verified local publishers and ensures that campaigns are delivered to real people on verified platforms. It also aims to significantly reduce ad fraud and boost the UAE's profile with regards to anti-money laundering and digital crime prevention by cutting out intermediaries and minimising invalid traffic (IVT). The UAE government has applauded the initiative as a key step toward realising the goals of the Digital Economy Strategy 2031. 'By launching the UAE's first home-grown, fraud-proof Ad Exchange, (the firm) speaks to our mandate for trust, transparency, and advanced data governance," said Dr Thani Al Zeyoudi, Minister of State for Foreign Trade. KT as first official publisher Khaleej Times has been confirmed as the first official publisher partner on VeraViews, making it the first media outlet in the country to offer 100 per cent verified, fraud-free ad inventory through a locally built, fully transparent programmatic platform. The minister added, "Khaleej Times' early adoption signals that our media sector is ready to set global benchmarks, while ensuring every advertising dirham amplifies real engagement and safeguards our reputation as a premier, tech-led business hub.' Charles Yardley, CEO of Khaleej Times, welcomed the partnership saying: 'Khaleej Times is proud to light the way for the UAE's next-gen digital economy. Onboarding to the VeraViews Ad Exchange means our inventory is not just premium — it will be 100 per certified and fraud-free with a significant increase in demand. Advertisers gain instant, accountable access to loyal Gulf audiences, while we advance the nation's drive for transparent, tech-led media.' Olena Buyan, chief product officer at VeraViews, highlighted the strategic impact of the media organisation's involvement: 'Khaleej Times onboarding as the first premium publisher partner signals — both to the market and to Centennial 2071 ambitions — that the UAE intends to lead, not follow, in creating a trust-first advertising ecosystem.' Turning point for advertisers The launch is being hailed as a turning point for UAE advertisers and publishers who have long been dependent on international ad platforms — systems often criticised for lack of transparency, high fraud rates, and limited control. With VeraViews, brands can directly connect with verified local publishers, targeting 100 per cent real audiences based in the country. The platform's technology stack, including AdTrace and Proof of Traffic (PoT), uses AI to detect fraud and incorporates strict Know Your Business (KYB) onboarding. This ensures that every ad impression is legitimate, every transaction is fully traceable, and every participant is verified. At its core, an Ad Exchange is a real-time digital marketplace that connects advertisers with available ad space across websites and mobile apps. The accompanying Supply-Side Platform (SSP) allows publishers such as local news sites, video platforms, and mobile apps to manage and sell that ad space automatically, giving them full control over monetisation while protecting their brand integrity. 'The launch of the VeraViews Ad Exchange and SSP marks a pivotal moment for the region's digital advertising ecosystem," said Jean Laurent Vilon, managing director of global media agency Mazarine. "It not only elevates transparency and accountability in digital media but also unlocks measurable value for the premium brands we represent. 'We're proud to support this next-generation solution, which aligns perfectly with our commitment to innovation, performance, and integrity in brand storytelling," Vilon added.
The Verge
06-05-2025
- Business
- The Verge
DOJ asks court to split up Google's ad tech empire
The US Department of Justice filed a plan in court to make Google divest its advertising marketplace and ad management platform, part of a proposal to address the company's 'decade-long campaign of exclusionary conduct,' which a judge has declared violates antitrust law. On Monday, the DOJ and Google both filed requests for remedying the tech giant's legally declared ad-tech monopoly. The DOJ plan proposes having Google sell two major pieces of its business: its Ad Exchange (AdX) and its ad management platform DoubleClick for Publishers (DFP), which is now called Google Ad Manager. Google, which plans to appeal the original verdict, asks the court to require targeted changes in certain business practices while leaving the company intact. The DOJ's AdX sale pitch cites the court's April ruling that AdX made it 'more difficult for customers on both sides of the ad exchange market to switch to rival exchanges.' It says that Google should sell its AdX business 'as soon as possible,' while implementing an interim remedy that would require the marketplace to work with other systems. It also proposes preventing Google from operating an ad exchange for 10 years. The DOJ suggests a 'phased' divestiture of Ad Manager/DFP. This divestiture addresses a ruling that Google forced customers to use a product 'they would not necessarily have otherwise used' by tying DFP to AdX, while also implementing policies that customers disliked, according to the DOJ. For the first phase, the DOJ proposes having Google create an API that would allow the platform to integrate with other ad exchanges, as well as provide an export feature that would let publishers transfer their data from DFP to another ad server. The DOJ then suggests forcing Google to release the code used to carry out final ad auctions under an open-source license, while blocking it from 'hosting or recreating' the code in any of its products, including DFP, Android, and Chrome. The final phase of the DOJ's proposal would require Google to divest the remainder of DFP to an entity separate from the one that acquires AdX. Along with these proposals, the DOJ suggests forcing Google to share the data it obtained through DFP and says it shouldn't use first-party data from YouTube, Gmail, Search, Chrome, and Android to gain an unfair advantage. Google, of course, disagrees with these proposals. In a filing outlining its proposed remedies, Google argues that it shouldn't be forced to sell AdX or DFP because it fairly acquired these businesses without unlawful intent. Google adds that because of the services' design, 'divestiture is not as simple as selling either the AdX or DFP source code to a willing buyer.' The company claims divestiture would require the creation of new versions of AdX and DFP that work outside Google, a process it estimates would take at least five years. 'In the meantime, this process would significantly harm the customers of AdX and DFP,' Google says. 'During the years of rebuilding either or both of AdX and DFP, coding new versions of the tools would conscript precious resources, including the limited universe of software engineers familiar with these tools, that are currently devoted to maintaining and improving AdX and DFP.' To resolve the court's concerns, Google proposes barring a handful of business practices that the DOJ singled out for criticism in court. It commits to making real-time bids from AdX available to rival ad servers, as well as removing policies that prevent these bids from being shared with competitors. It also says it would deprecate unified pricing rules (UPR), which the DOJ claims it used to unfairly gain control in the ad tech market. Google would also promise not to rebuild the First Look and Last Look tools — which gave Google a leg up in ad auctions — that it discontinued in 2019. The tech giant is under mounting pressure from the DOJ, which is currently in court asking a judge to make Google sell Chrome as part of a separate antitrust case that saw Google search ruled a monopoly. These new proposals threaten to split up Google's sprawling empire even further.
Engadget
06-05-2025
- Business
- Engadget
DOJ pushes for Google to sell its advertising platforms
In April, a US District Court ruled that Google monopolized open-web digital ad markets. Now, the tech giant and the US Justice Department are at odds about what Google must do about it. The DOJ argues that Google should sell AdX, or Ad Exchange, a platform for publishers to sell unused ad space in real-time. It also wants the company to offload Google Ad Manager, previously DoubleClick for Publishers (Google DFP). The DOJ claims that both platforms minimize competition and contribute to Google's monopoly in the advertising space. The executive department has also pushed Google to sell Chrome due to a separate ruling that the company held a monopoly on search engines. Unsurprisingly, Google has no interest in getting rid of its products — it also plans to appeal the Court's ruling on Google Ad Manager. Google has announced "a proposal that fully addresses the Court's findings." These changes include allowing all rival publisher ad servers to make real-time bids on AdX and letting publishers set different price floors for each bidder. "In contrast, the DOJ is seeking remedies that go significantly beyond the Court's narrow ruling by forcing a divestiture of Google Ad Manager," Google stated in its announcement. "This would risk breaking a tool advertisers use to connect with publishers and efficiently reach their customers, and that app and video publishers use to monetize their content — businesses that aren't even part of the narrow market of 'open web display ads' at issue in this case."
TimesLIVE
06-05-2025
- Business
- TimesLIVE
US seeks break-up of Google's ad-tech products after judge finds illegal monopoly
The US department of justice has proposed Alphabet's Google divest its AdX advertising marketplace and ad server DFP, a court filing showed on Monday, after a federal judge found the company illegally dominated two online ad-tech markets. The judge set a September trial date on Friday after hearing from Google and the justice department on potential remedies for the company's dominance in ad tools used by online publishers. The justice department said the proposed remedies, including divestitures, are necessary to end Google's monopolies and restore competition in the ad-exchange and publisher ad-server markets. Google has said the company supported behavioural remedies such as making real-time bids available to competitors, but prosecutors cannot legally pursue a bid to force it to sell parts of its business. 'The department of justice's additional proposals to force a divestiture of our ad-tech tools go well beyond the court's findings, have no basis in law and would harm publishers and advertisers,' Lee-Anne Mulholland, Google's vice president of regulatory affairs, said in a statement to Reuters. AdX, or Ad Exchange, is a marketplace where publishers can make their unsold ad space available to advertisers for purchase on a real-time basis. Publisher ad servers are platforms used by websites to store and manage their digital ad inventory. Along with ad exchanges, the technology lets news publishers and other online content providers make money by selling ads. Last year, Google took a major step to end an EU antitrust investigation with an offer to sell AdX, but European publishers rejected the proposal as insufficient.
CNBC
06-05-2025
- Business
- CNBC
U.S. seeks breakup of Google's ad-tech products after judge finds illegal monopoly
The U.S. Department of Justice has proposed that Alphabet's Google divest its AdX advertising marketplace and ad server DFP, a court filing showed Monday, after a federal judge found the company illegally dominated two online ad-tech markets. The judge set a September trial date Friday, after hearing from Google and the DOJ on potential remedies for the company's dominance in ad tools used by online publishers. The Justice Department said the proposed remedies, including divestitures, are necessary to end Google's monopolies and restore competition in the ad-exchange and publisher ad-server markets. Google has said the company supported behavioral remedies such as making real-time bids available to competitors, but that prosecutors cannot legally pursue a bid to force it to sell parts of its business. "The DOJ's additional proposals to force a divestiture of our ad tech tools go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers," Lee-Anne Mulholland, Google's vice president of Regulatory Affairs, said in a statement to Reuters. AdX, or Ad Exchange, is a marketplace where publishers can make their unsold ad space available to advertisers for purchase on a real-time basis. Publisher ad servers are platforms used by websites to store and manage their digital ad inventory. Along with ad exchanges, the technology lets news publishers and other online content providers make money by selling ads. Last year, Google took a major step to end an EU antitrust investigation with an offer to sell AdX but European publishers rejected the proposal as insufficient.
