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this change is called "uniform floor price rule (upr)", a new feature in google ad manager that automatically optimizes the floor price. after the launch of upr, the spending of advertising trading platforms has dropped significantly, especially third-party platforms such as rubicon and eb community. the us department of justice believes that this practice is intended to prevent media platforms from giving priority to bids from other advertising trading platforms, thereby achieving a monopoly.
google employees were also cautious about the implementation of upr, and they tried to express and discuss it through emails, but eventually fell into the scope of the u.s. department of justice's investigation. these emails show that google adopted a pun internally, using "verbal" methods to cover up real information and try to avoid the exposure of written evidence.
similarly, facebook has continued to maintain its leading position and consolidated its advantages by continuously expanding and integrating advertising platforms. however, with the advent of the att framework and the era of large-scale mergers and acquisitions of third-party advertising platforms, the competition between google and facebook has become more intense, especially in the field of bidding technology.
although it is still unclear whether google has gained more benefits from this series of events, the evidence shows that google's emphasis on header bidding technology is worrying. they are trying to control the advertising market through this strategy, and media platforms have to compromise. this silent war is unfolding, and we look forward to the court's ruling to reveal the true situation.
