A Google spokeswoman told Business Insider at the time this wasn't the case - but it couldn't be denied that people were worried. Last year Digiday reported that Google was requesting ad impressions bought on the DoubleClick Ad Exchange be bought by the DoubleClick Bid Manager. Some people think Google is being anti-competitive by forcing marketers to buy YouTube ads through its platforms only, locking other ad tech players out, and preventing advertisers from using non-Google technology which can give them access to more (or at least different) data about the performance of their campaigns.Ĭoncerns about Google building a 'walled garden' have been aired before. But some members of the ad tech community and ad buyers are concerned about Google's statement of intent. Google's VP of display ad products Neal Mohan says in a blog post that it's taking this move in order to 'invest even more in creating the best and most effective YouTube advertising and buying experiences possible.'Īs The Wall Street Journal points out, only around 5% of YouTube ads were bought through the DoubleClick Ad Exchange anyway. Instead, advertisers will now have to contact YouTube's salesforce directly, or use Google's own platforms: either DoubleClick Bid Manager, or via Google AdWords, which marketers use to buy search ads. Account icon An icon in the shape of a person's head and shoulders.

Link youtube to google ads