Google has built a self-serving advertising model which allows brands to target competitors’ brand names, whilst also letting competitors target theirs.
This results in what is known as “The Google Tax”, where brands must pay to defend against such competition, whilst simultaneously encouraging brands to exploit the same tactic.
But could there be a way out that will save advertisers money?
Ross Jenkins, EMEA & APAC managing director of Mediahub, believes his media agency may have found a way for brands to potentially save millions via a new technology developed in-house.
Jenkins speaks to The Media Leader editor Omar Oakes.