Ad-versity Strikes

Ad Tech Insights

Ad Buyers Face Digital Dilemma

The story: Google Ads, the backbone of many digital marketing strategies, experienced significant disruptions over the weekend of March 1, 2025, leaving advertisers grappling with unexpected challenges. The blackout affected numerous accounts with error messages, high latency, and some were unable to serve ads. This sudden breakdown in the advertising ecosystem shone a spotlight on the vulnerabilities in the digital advertising landscape.

Alex van de Pol , a freelance media buyer, reported that one of his client's accounts potentially missed out on €50,000 (approximately $52,600) in ad revenue during what was a peak season for the business. ADSQUIRE , a digital ad agency focusing on law firms, observed impression declines ranging from 13% to 95% across 30% of its managed accounts. For one of their larger accounts, the displaced investment amounted to $29,300 over just three days.

The ripple effects of this disruption extend beyond immediate financial losses. Anthony Higman , CEO and founder of ADSQUIRE , noted that metrics have yet to return to normal rates on the affected accounts, too. This incident is not isolated, as the agency has experienced a series of issues with Google Ads recently, including inaccurate reporting and an increase in client complaints. "In the last few weeks, we have seen wild inaccuracies and results across the board and have more client complaints than we have ever had before—and we have been an agency for four years now," Higman stated.

This Google glitch underscores a growing concern in the ad tech industry: a reliance on centralized platforms and the need for robust contingency plans. Edward Goss , managing director at Ten Thousand Foot View - Google Ads Agency , highlighted the double impact on advertisers. To make up for the outage, impacted clients will be forced to overspend in the coming days, Goss said. “That typically results in lower conversion performance, a kind of double whammy for advertisers.”

The takeaway: The recent Google Ads outage serves as a wake-up call for the digital advertising industry, emphasizing the critical need for diversification in ad strategies and the importance of building flexibility into marketing campaigns. Advertisers should consider developing backup plans and exploring alternative platforms to mitigate the risks associated with depending too heavily on a single advertising ecosystem. As the digital landscape continues to evolve, adaptability and risk management have become key to maintaining consistent ad performance and protecting revenue streams.

Read More

Extra Industry Insights

• 82% of retail media networks (RMNs) are utilizing creators to boost brand awareness and sales, according to a study by LTK and Northwestern University, highlighting RMNs’ increasing collaboration with influencers to monetize their networks and affiliate programs.?
• “The impact of creators and influencers on marketing strategies can't be ignored," emphasized David MacDonald from Razorfish . RMNs are keenly aware of this potential and are adapting their strategies accordingly.?
• EU regulators are increasingly scrutinizing Big Tech, with Google facing DMA charges and Apple under investigation for ATT practices. These probes, along with investigations into Amazon and Meta, focus on whether tech giants unfairly prioritize their own services over competitors. This regulatory pressure comes as digital ad industry representatives attempt to showcase their economic value to EU policymakers, countering perceptions of the industry as akin to "the tobacco industry."
• Market concentration is increasing, with 80% of open web demand flowing through just five companies (Google, Meta, Amazon, The Trade Desk, and Criteo), and 79.1% of digital ad spend occurring in markets with GDP growth forecasts below 2%.

Kevel Catch-Up

?? PUBLISHED: Kevel Blog “Celebrating International Women’s Day 2025: Challenges & Allyship In The Workplace”?

This Kevel blog explores the experiences of women in tech -- shedding light on common obstacles, sharing practical advice for navigating the industry, and outlining steps companies and individuals can take to foster a more equitable workplace.?

Read the full blog here.

Keep Learning

WATCH

This episode of the AdTechGod Pod features Kelly McMahon , SVP and Head of Global Operations at LG Ad Solutions , as she discusses her career in streaming TV, the evolution of CTV, AI's impact on advertising, and the importance of measurement in this rapidly changing landscape with AdTechGod ??

Watch Now

READ

This ExchangeWire article delves into the evolving ad tech landscape in 2025, featuring insights from five women leaders across the industry on AI-driven solutions, privacy-first strategies, and emerging opportunities in monetization and CTV.

Read Now

LISTEN

This MadTech Podcast travel special is joined by Research Lead Mat Broughton and Eoin McGregor , Global Head of Tripadvisor Ad Express, to discuss the opportunities for advertisers within the travel industry. (Listening time: 22:08).

Listen Now