"The Information recently dropped a juicy scoop about GAM representatives hosting a dinner for top ad agencies in New York City in July to discuss ways that GAM could work directly with buyers. An anonymous source who attended the gathering told The Information that the GAM team brought up tech that would allow agencies to buy ads directly through GAM."
"The report sparked speculation that Google is preemptively preparing to spin off GAM in the event it's forced to divest its bundled SSP and ad server - which is exactly what the Department of Justice is seeking as a remedy to Google's monopoly in the sell-side ad tech and ad server markets. But Google told AdExchanger the dinner was just part of GAM's ongoing efforts to build relationships with agencies in order to improve monetization for publishers."
Google Ad Manager has pursued direct deals with buy-side agencies, enabling agencies to buy inventory directly through GAM and potentially sidestep demand-side platforms. The activity generated speculation that Google might prepare to spin off GAM if forced to divest its bundled SSP and ad server as an antitrust remedy. Several SSPs, including PubMatic and Magnite, have launched direct-to-buyer connections for video and CTV in response to DSPs going direct to publishers. Agencies report more meaningful conversations with GAM about supply optimization. Google presents the outreach as relationship-building to boost publisher monetization and aligns it with an industry trend.
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