Uncertainty is the Only Thing Certain in AdTech: Take the Power Back

Google has had quite an interesting start to 2025. Just last month, the United States Department of Justice ruling that Google was operating as an advertising monopoly was quickly followed by the announcement that it plans to keep third-party cookies. And all of this comes after Google made significant changes to its search algorithm in March, claiming to improve relevance and quality of search results for users.

Even just separately, these developments all have significant ramifications for advertisers and publishers, with some already feeling the impact of the changes to the search algorithm. With so many changes taking place around the longtime powerhouse of Google, now is the time for the industry to define what they want the future to look like.

Below, we’ll explore the impacts of these changes and how publishers, advertisers, and technology can use this moment to create a more effective media ecosystem.

Search Algorithm Changes

Google’s March core update was done to improve relevance and quality of search results for users, continuing a shift in how Google ranks and evaluates what they deem is “quality, helpful and relevant.”

And while improving user experience should be a priority, a balance needs to be struck. As a result of the March update, publishers have started to experience increased instability, specifically traffic declines and especially for smaller niche publishers. This leaves them wondering how to proceed. The simple answer is keep going: publishers should continue to invest in high quality content and explore data strategies, an underutilized asset.

Utilizing data can help publishers improve user experience. Publishers should implement and expand their current audience data strategy by utilizing audience signals to produce content that aligns with user’s interest and preferences. These signals can also be used to provide relevant and targeted advertising.  Engaging content is effective in creating longer user sessions.  Keeping engagement up and having additional audience insights can also help diversify revenue streams from non-endemic advertisers during traffic fluctuations.

Anti-Trust Ruling

The (unsurprising) ruling against Google found that the company “willfully acquired and maintained monopoly power” in the publisher ad server and ad exchange markets. While we wait on the specific remedies to hit, the industry is analyzing how this will impact publishers.  The final decision will have both its advantages and disadvantages. It is important to understand underlying impacts for publishers of all sizes. Smaller publishers may feel the impact, as they will now have to deal with the rising costs of ad serving and potential decrease in demand.

To alleviate these issues, supply side platforms need to build solutions that are agnostic for publishers across verticals and sizes. These solutions have to address the needs for multiple stakeholders within the organization and should cover insights, strategy, activation and measurement. Modular solutions will also allow for publishers to adopt based on their evolving needs.

It’s up to the industry to brace for impact together. While we wait for the final remedies, this is a reminder for the ad tech ecosystem to foster collaboration, communication and partnerships. We are stronger together than alone.

Cookie Reversal

Following the ruling in its anti-trust case, Google announced that it won’t roll out a new standalone prompt for third-party cookies in Chrome. This means that advertisers can still use the targeting technology in the world’s most popular web browser after five years of scrambling. This marked the latest reversal for Google when it comes to third-party cookies, and shows how the company has the power to make an entire industry panic, struggle, and innovate.

While marketers might be feeling whiplash, the work done in the identity space is not wasted. Walled gardens will continue to exert their authority and power, so it is up to the industry to focus on solutions that will allow independence from dominant players.

For publishers, they still must future proof their data strategies. In addition to changes at  Google and the other walled gardens, we have to remember that privacy policies continue to evolve globally. Future proofing will protect publishers from legal and revenue risks. Additionally, consumers have become increasingly aware of privacy controls and will continue to seek out ways to protect their privacy. So, publishers must introduce solutions that are data-driven yet respect consumer privacy and enhance the user experience. Ultimately, protecting the consumer should be their most important priority.

The latest developments surrounding Google show the fragility of the advertising industry. Things can change in an instant and carefully laid plans can be upended by a single company update or court decision.

The shifts will continue to happen, but we can control our reactions to these changes. Instead of relying on a handful of major players, it’s up to the industry to innovate to find new ways of working together and mitigating the impact of developments outside our control. By building different tech solutions and future proofing their datasets, along with creating new partnerships, companies big and small can take the power back.