The Google ad tech trial explained

‘They were holding us hostage’: What’s happening at the groundbreaking Google ad tech trial

?By Travis Clark

• Over the last two weeks, the Department of Justice (DOJ) has?highlighted Google’s commission for ad transactions, its purchases of potential competitors and more during the company’s ad tech trial.
• Google’s attorney, for its part, said during opening statements that the DOJ is “gerrymandering its way to market reality,” regarding the markets that the department is alleging Google has a monopoly over.

?? Lightbulb moment

“I felt like they were holding us hostage.”

– Stephanie Layser, former News Corp programmatic executive, during day two of the trial

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When legacy isn’t enough: Heritage brands must embrace both nostalgia and innovation

By Ilyse Liffreing

• At the Engineering Brand Love Summit in Columbus, Ohio, heritage brands like Pedialyte, Airstream, Goodyear Tires and Scotts Miracle-Gro came together to discuss the steps they have taken to ensure they remain relevant with today’s consumers.
• The major takeaway? Heritage brands must lean into nostalgia and continue to innovate in order to avoid being forgotten, like Tupperware.

?? Lightbulb moment

“Nostalgia is one of the most powerful tools. And here’s the thing — only older brands get to do it, because it’s authentic.”

– David Sonderman, chief creative officer, The Shipyard

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How Google is shaping its defense during the adtech antitrust trial

• Attorney Tom Blakely, who has been covering the trial, breaks down why he thinks the DOJ has a strong case.
• Blakely believes it is possible Google could wrap its defense this week, with closing arguments potentially coming next month.

?? Lightbulb moment

“There’s this expression where if the law is on your side, pound the law. If the facts are on your side, pound the facts and when neither is on your side, you pound the table. And it seems like what's been going on here is the government has heavily pounded the facts.”

– Tom Blakely, attorney covering the trial for?Big Tech on Trial

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United Airlines’ Mike Petrella on personalizing the in-flight experience

• United Airlines recently became the first airline to launch its own media network in June, letting brands leverage over 120 signals.
• The lines are being blurred between what’s endemic versus non-endemic within travel, allowing United to personalize the ad experience for each traveler.

?? Lightbulb moment

“Today, there’s 273 retail media networks […]?I do think there’s going to be consolidation. There has to be.”

— Mike Petrella, managing director of strategic partnerships, United Airlines

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