Ad Nut
Mar 8, 2016

TubeMogul lays siege to Google’s walled garden

From the US: ‘Independence matters’ by TubeMogul

TubeMogul lays siege to Google’s walled garden

TubeMogul has launched a global initiative to educate and inform the industry about the perils of Google's 'walled garden' approach to ad tech.

The two-month long campaign features a Manifesto For Independence on the company’s website, alongside OOH ads in New York and San Francisco, print ads in select trade magazines, and Web video ads targeted at people who work in advertising.

“In an effort to start an industry dialogue, we’re calling out the most dogmatic opponent of these values—Google—in a way that we hope illustrates just how serious we are about helping advertisers understand what’s at stake,” wrote TubeMogul communications manager Jeff Fisher in a blog post announcing the initiative.

Ad Nut is a sucker for any David versus Goliath fight, and Google is possibly the biggest Goliath on the globe when it comes to the volume of ad revenue it takes in.

Ad Nut will be at the ready with popcorn and a front row seat as this one unfolds, waiting anxiously to see how the esteemed leaders of Madison Avenue will react. Ad Nut hears that some major brands are already grumbling about the influence Google wields in determining the rules of engagement. But will that be enough to make the empire blink?

Ad Nut also wonders if this war will eventually be extended to other fronts. After all, Google’s garden may be the biggest, but it’s not the only one (hello Facebook!).

And yes, Ad Nut is aware of the irony of these videos being hosted on YouTube.


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