I don't hate Google (I don't love them either) but they clearly have too much power in Online Advertising. If you are a publisher and a big one, you have to us

I don't hate Google (I don't love them either) but they clearly have too much power in Online Advertising. If you are a publisher and a big one, you have to use Google Ads Manager (formerly known as DFP) because it's the only way to have full access to Google AdExchange which allows you to have access to demand coming from Google Ads (ex Adwords). And because they had dominant market share in all these markets, they could get to be the first in line whenever there's was a request for ad on the exchanges. This has changed recently but put simply, you can't escape the Borg if you are in this industry. See https://www.wsj.com/articles/how-google-edged-out-rivals-and-built-the-worlds-dominant-ad-machine-a-visual-guide-11573142071 https://www.wsj.com/articles/how-google-edged-out-rivals-and...