All eyes on the Google ad tech trial

What to watch for in the Google ad tech trial that could redefine digital advertising

?By Travis Clark

• The ad tech antitrust trial against Google begins on Sept. 9, and pre-trial hearings have already previewed the case that the Department of Justice could be building.
• The DOJ sued Google last year, alleging that it “monopolizes key digital advertising technologies,” particularly across three markets.

?? Lightbulb moment

“Google is going to try to argue that markets the DOJ puts forth — publisher ad servers, ad networks and ad exchanges — are too narrow to actually exist, but we haven’t really seen what Google thinks the market should be.”

— Sarah Kay Wiley, director of policy and partnerships, Check My Ads

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The ultimate guide to the sports rights deals changing how we watch games

By Travis Clark

• Recent sports media deals have fetched eye-popping sums, thanks partly to a growing shift to streaming; payments could reach $35 billion in the U.S. by 2027, according to S&P Global Market Intelligence.
• The Current?laid out where the media rights stand for the major sports leagues in the U.S., how much they’ve grown from previous deals and the biggest things advertisers need to know.

?? Lightbulb moment

“Sports media rights will continue to rise as the live audience continues to be highly coveted and valuable.”

– Pete Giorgio, principal of sports practice, Deloitte

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A few battleground states will decide the U.S. presidential election. Here’s how political advertisers are spending there.

By Chris Brooklier

• Seven battleground states have captured 76% of U.S. presidential ad spend so far, according to AdImpact, with Democrats outspending Republicans by $100 million from Super Tuesday to Aug. 23.
• A statewide campaign in a battleground race was able to reach households 36% more efficiently through connected TV than through traditional TV.

?? Lightbulb moment

“You need real-time measurement because of how quickly the conversation changes and events change. Stories change over time. We’re in a new world now where those measurements are finally possible.”

– James Slezak, co-founder and CEO, Swayable

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Stagwell’s Mark Penn on polling, politics and media

• Mark Penn, the chairman and CEO of Stagwell Inc., reflects on his extraordinary career, driven by his passion for politics and marketing, and offers insights on why this is a good year for marketers.
• As an executive whose DNA is in political polling, Penn offers tactical advice to marketers in this election year, plus thoughts on whether digital media campaigns can swing the election one way or the other.

?? Lightbulb moment

“[Media buyers] have to be open to experimenting to find where their target audience really is.”

Listen here

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