Be It Radio or Web sites, Google is Still a Remnant Buy

Most radio types think of Google’s Audio Ads platform as a remnant ad buying mechanism, plain and simple. And so it is. The same is true with AdSense, where advertisers are skeptical and resistant to the company’s aggressive bids for their brand advertising budgets. There are a number of reasons for that, one of the largest being that Google won’t let them traffic their ads through third party platforms like DoubleClick.

A New York Times story breaks down the challenges facing the firm’s radio plans, hitting on the remnant issue and the recent departures of dMarc’s founders. Another issue is that the radio business is heavily dependent on phone calls. Take out the human factor and inventory commoditization naturally follows.

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