Judge Brinkema regulated Google's conduct, not its structure — the neutrality a federal court declined to mandate is now something agencies and brands have to build for themselves

Why a wave of new demand-side entrants is exactly what the programmatic market needs

Crawlers index it, retrieval systems summarise it, agents transact across it. As a share of total requests, the human internet is shrinking toward a rounding error — and every primitive in advertising, from viewability to attribution, still assumes a person is on the other end.

Amazon’s Certified Supply Exchange confirms what MCG has long held: programmatic performance is won upstream, before the bid, by shaping higher-fidelity supply paths for every campaign.

Fox–Roku puts the content, the operating system (~44% of CTV hours), the DSP, and the identity graph under one roof. When the platform you distribute through competes for the same ad dollars, neutral supply stops being a safe assumption — and buyers who get deliberate about their supply path before the integration hardens are the ones who keep their leverage.