It's hard, because we haven't yet seen them make use of their GAM market share to really exert control yet. The buyer direct thesis is still just that, a thesis, and we don't know if it's going to become the default. If it does, we'll need a new set of remedies, because the remedies we have right now do not undo an ill-gotten market position for a powerful independent GAM.
Are there behavioral remedies you'd like to see to at least try to keep GAM/Google from abusing the market in their dominant position?
It's hard, because we haven't yet seen them make use of their GAM market share to really exert control yet. The buyer direct thesis is still just that, a thesis, and we don't know if it's going to become the default. If it does, we'll need a new set of remedies, because the remedies we have right now do not undo an ill-gotten market position for a powerful independent GAM.