Sell-side ad company Magnite announced a lawsuit against Google on Tuesday over alleged monopolistic and anticompetitive behavior in ad exchanges that hindered Magnite’s growth, following an April ruling that Google operates an illegal ad tech monopoly. The lawsuits against Google give advertisers a rare chance to strengthen their own position without overhauling their tech stack.

Ad tech company PubMatic filed a lawsuit Monday against Google for alleged anticompetitive and monopolistic actions in the digital advertising ecosystem. The lawsuit claimed Google took illegal actions that impacted PubMatic and harmed its ability to grow revenues. PubMatic’s lawsuit underscores that structural shifts in ad tech could eventually reshape how advertisers access and value Google’s search inventory and digital ad offerings.

The news: Google faces another anticompetitive accusation as ad tech company OpenX becomes the latest player to challenge Google’s grip on the digital advertising ecosystem. OpenX filed a lawsuit accusing Google of anticompetitive conduct in the digital ad space, claiming the company’s actions “crippled competitors like OpenX at every turn,” preventing fair competition. Our take: Google’s dominance means advertisers won’t completely cut spending—but OpenX’s lawsuit is building on advertisers’ growing concerns over Google’s control of the ad ecosystem and curiosity about viable alternatives.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

As we’ve covered, ad blocking in the US and many parts of western Europe are here to stay. Whether it’s over privacy concerns or the general annoyance over ads ruining user experience, many internet users are not happy with ad loads when they browse the web.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

At a time when the number of cord-cutters continues to climb, a new report indicates that most folks who ditched their cable TV service don’t miss anything about it.

After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

According to a survey from Simmons Research completed in August 2018, an average of 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites. This is higher than one-fifth of total adult respondents who said the same.

Now that many millennials are genuine grown-ups, they are past their more experimental phase as digital users and settling into patterns that will matter to marketers for years to come.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

Mobile video advertisers are on the hunt for ways to make their ads more engaging, and not just another commercial consumers have to tolerate. Rewarded video ads—also known as value exchange ads—seem like the answer, but are the benefits worth the cost?

Rewarded video ads once were geared to in-game placement, but that’s changing. In the latest episode of “Behind the Numbers,” analysts Lauren Fisher and Nicole Perrin discuss rewarded video with Maggie Mesa, head of mobile at OpenX.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Programmatic supply chains are opaque, and advertisers don’t know much about where their spending ends up. That means they, and publishers, are losing out to fraud and the tech tax.