Is Google Steam losing in the advertising market?

In another tumultuous market trend, Netflix has announced that it has chosen Microsoft as its advertising and sales partner.

Satya Nadella, chairman and CEO of Microsoft, confirmed the news via Twitter on Tuesday, July 13.

While Microsoft is celebrating this triumphant partnership, it is the latest example of Google’s losing battle in the advertising market.

A brief chronology of changes in the marketplace
It wasn’t until February that The Trade Desk initiated the rejection of Google Open Bid from its platform.

Catherine Patterson, general manager of development at The Trade Desk, gave us the official quote about their decision to remove Google Open Bid.

“Our advertiser clients are becoming increasingly aware of how Google’s open bidding platform tilts the market in favor of certain players. With this in mind, we launched OpenPath, which gives publishers the ability to directly integrate advertiser demand on our platform, creating an objective, efficient benchmark. In addition, the support we’ve received from both buyer and seller following Google’s condemnation of Open Bidding is extremely encouraging as the media reallocates funds to more open, objective and transparent paths. Other partners are following suit, rejecting Open Bidding is a big step toward more competitive and fair auctions.”
Fast-forward a few months, two other DSPs, Yahoo and Amobee followed the example of the trading desk and removed Google Open Bid in June.

On the same day that Microsoft and Netflix announced, Digital Turbine also announced its new, unified brand after a round of acquisitions by AdColony, Fyber and Appreciate. These are mobile advertising platforms and advertising technology on the DSP side.