Next in Media: Navigating Google Trials and the Future of Ad Technology
Hosted by Mike Shields
Guest: Emily Riley
Release Date: April 28, 2025

In this insightful episode of Next in Media, host Mike Shields engages in a compelling conversation with Emily Riley, a renowned consultant in the entertainment industry. Together, they delve deep into the tumultuous landscape of Google’s ongoing trials, the evolving role of third-party cookies, and the broader implications for the media, marketing, and advertising sectors. Here's a detailed breakdown of their discussions, enriched with notable quotes and key insights.

1. Google’s Legal Battles and Market Dominance

The episode kicks off with Mike and Emily dissecting Google’s current legal challenges. Emily highlights the irony of Google being embroiled in two major trials simultaneously—one declaring it a monopoly in ad tech and another scrutinizing its search practices.

Emily Riley [00:19]:
“...they are in the middle of two trials. They've actually been found to be a monopoly company in ad tech. They're in the middle of the search trial and this cookie decision comes out, which is crazy...”

Key Points:

• Monopoly Status: Google has been officially recognized as a monopoly in the ad tech industry, raising questions about its influence across other sectors.
• Impact on Competition: Despite regulatory efforts to curb its dominance, Google continues to shape competition in markets it wasn't originally scrutinized for.
• Government Inaction: Emily expresses astonishment at the government's inability or unwillingness to intervene effectively, stating, “...they can't help but totally impact the competition in another space.”

2. The Third-Party Cookie Conundrum

A significant portion of the discussion centers on Google’s decision regarding third-party cookies, a cornerstone of digital advertising.

Emily Riley [01:40]:
“It's the next nothing burger Google cookie announcement. However, there is this irony that, okay, let's assume they have to sell Chrome cookies, then get into the hands of somebody else.”

Key Points:

• Shrinking Relevance of Cookies: Despite widespread assertions that third-party cookies are diminishing in importance, Google’s actions indicate their continued significance.
• Opportunity for Alternatives: The phasing out of cookies opens doors for new data solutions, though Emily notes the irony that procrastinators might view this as a victory, “...it's a victory for people that procrastinate.”
• First-Party Data Advantage: Transitioning away from third-party cookies could benefit those who have invested in building robust first-party data systems, as Emily points out, “...they're not super accurate, they're not super stable.”

3. Broader Implications for Advertisers and Publishers

The conversation shifts to the ripple effects of Google’s dominance and legal issues on advertisers and publishers.

Emily Riley [05:26]:
“It’s like pain before the renaissance is essentially the story that I'm looking at.”

Key Points:

• Market Instability: Breaking up Google might destabilize the current ad tech ecosystem, leaving small marketers and publishers struggling to find alternatives.
• Limited Competitors: With Google’s vast data and technological prowess, smaller ad servers and publishers lack the resources to compete effectively.
• Potential Renaissance: Despite short-term pains, Emily remains optimistic that this upheaval could lead to a renaissance in the ad tech industry, fostering innovation and competition.

4. The Rise of AI and New Competitors

AI's burgeoning role in media and advertising introduces both opportunities and uncertainties, particularly regarding potential new monopolies.

Emily Riley [07:19]:
“They just had a killer quarter. Like they're doing fine.”

Key Points:

• OpenAI’s Ambitions: Speculation around OpenAI’s interest in acquiring Chrome suggests a possible shift in the tech landscape, though Emily remains skeptical about immediate changes.
• Generational Shifts: Gen Z's reduced reliance on traditional Google search in favor of platforms like YouTube and TikTok indicates a significant shift in how younger audiences seek information.

Emily Riley [08:28]:
“Gen Z... they search on Google 25% less than Gen X.”

• Emerging Platforms: The dominance of platforms like Amazon in retail search further complicates the competitive environment.
• AI Tools Uncertainty: The future winners in the AI space remain unclear, with tools like ChatGPT and Grok vying for prominence.

5. Meta’s Monopoly and Potential Breakups

The discussion broadens to include Meta’s (formerly Facebook) market strategies and the ongoing legal scrutiny over its acquisitions.

Emily Riley [16:16]:
“They have launched a thousand million trillion little brands... They literally launched on Instagram and they got big.”

Key Points:

• Acquisition Strategy: Meta’s purchase of Instagram and WhatsApp has solidified its monopoly in the social media landscape, stifling competition.
• Impact on Small Advertisers: Breaking up Meta could significantly disrupt small advertisers who rely on its integrated platforms for audience reach.
• Regulatory Challenges: Defining and addressing monopolistic behavior in such a fragmented and evolving market remains a complex issue for regulators.

6. Creative Renaissance in Connected TV (CTV)

Concluding on a hopeful note, Mike and Emily explore the transformative potential of Connected TV (CTV) in the advertising realm.

Emily Riley [18:44]:
“The creative renaissance... where instead of one super expensive TV commercial that was made six months ago.”

Key Points:

• Innovative Ad Formats: The rise of interactive and shoppable ads on CTV platforms is democratizing advertising, allowing smaller advertisers to compete with larger entities.
• AI-Driven Creativity: AI technologies enable real-time ad generation, enhancing personalization and engagement.
• User Experience: Improved ad formats aim to move away from repetitive and intrusive ads, fostering a more enjoyable viewing experience.

Conclusion

In this episode of Next in Media, Mike Shields and Emily Riley provide a thorough examination of the current shifts in the media and advertising landscape, driven by Google's legal challenges and the evolving role of data and AI. They shed light on the precarious balance between monopolistic dominance and the potential for industry-wide renaissance through innovation and regulatory intervention. As the ad tech ecosystem stands at a crossroads, the insights shared by Mike and Emily offer valuable foresight for industry leaders navigating these transformative times.

Notable Quotes:

• Emily Riley [00:19]:
  “They are in the middle of two trials. They've actually been found to be a monopoly company in ad tech.”

• Emily Riley [05:26]:
  “It’s like pain before the renaissance is essentially the story that I'm looking at.”

• Emily Riley [08:28]:
  “Gen Z... they search on Google 25% less than Gen X.”

• Emily Riley [16:16]:
  “They have launched a thousand million trillion little brands... They literally launched on Instagram and they got big.”

This episode serves as a vital resource for professionals in the media, marketing, and advertising industries, offering a comprehensive analysis of the forces reshaping the digital advertising landscape.