{"id":225677,"date":"2025-09-09T12:57:22","date_gmt":"2025-09-09T10:57:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=225677"},"modified":"2025-09-09T14:28:00","modified_gmt":"2025-09-09T12:28:00","slug":"pubmatic-demanda-a-google-por-monopolizar-mercado-de-adtech","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=225677","title":{"rendered":"PubMatic demanda a Google por monopolizar el mercado de adtech"},"content":{"rendered":"<p><strong>Si bien su negocio de publicidad de b\u00fasqueda podr\u00eda haberse salvado ante el <a href=\"https:\/\/ipmark.com\/busquedas-apps-ia-generativa-salvan-google-en-materia-judicial\/\" target=\"_blank\" rel=\"noopener\">auge de las herramientas de IA generativa<\/a> que est\u00e1n motivando un mercado m\u00e1s competitivo, Google se enfrenta a nuevas demandas desde el lado de la publicidad display y, en concreto, de su tecnolog\u00eda publicitaria para editores.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La \u00faltima queja formal presentada ante un tribunal procede de<strong> Pubmatic<\/strong>, plataforma del lado de la venta (SSP) que<strong> ha acusado a Google de monopolizar el mercado de adtech adem\u00e1s de haberle impedido competir en igualdad de condiciones.<\/strong> Una acusaci\u00f3n similar a la vista en la denuncia interpuesta en agosto por parte de otro SSP, OpenX.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el documento, la firma estadounidense alega que Google pudo \u201centrar en los mercados que PubMatic ayud\u00f3 a crear\u201d con la<strong> adquisici\u00f3n de competidores y partners como DoubleClick, Admeld o Invite Media.<\/strong> Estas t\u00e1cticas y el consiguiente dominio de mercado que logr\u00f3 la compa\u00f1\u00eda con sede en Mountain View llev\u00f3, seg\u00fan PubMatic, a <strong>costes m\u00e1s altos para los anunciantes, ingresos publicitarios m\u00e1s reducidos para los editores<\/strong> y \u201cmenos voces independientes online\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHemos estado compitiendo en un terreno inclinado con innovaci\u00f3n suplantada por la codicia y coerci\u00f3n que bloqueaba la transparencia. Estas pr\u00e1cticas hab\u00edan desviado miles de millones en ingresos publicitarios de plataformas independientes como la nuestra y de los editores que apoyamos\u201d, ha se\u00f1alado <strong>Rajeev Goel<\/strong>, cofundador y CEO de <strong>PubMatic<\/strong>, en el blog de la compa\u00f1\u00eda.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Foco en el display de la open web<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La demanda de PubMatic se hace p\u00fablica pocos d\u00edas despu\u00e9s de que Google presentara ante el juez Leonie Brinkema su propuesta para remediar la situaci\u00f3n de monopolio de la que disfruta en el \u00e1mbito de la publicidad program\u00e1tica display que dicho juez emiti\u00f3 el pasado abril &#8211; y <a href=\"https:\/\/ipmark.com\/nueva-multa-europea-a-google-por-abuso-de-posicion-en-adtech\/\" target=\"_blank\" rel=\"noopener\">por la que se ha visto sancionada en Europa<\/a> con una multa que asciende a los 2.590 millones de euros-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En su informe, la Big Tech se\u00f1ala que la sentencia solo hace referencia a dos categor\u00edas de tecnolog\u00eda publicitaria: su servidor publicitario de display para editores de la open web y en el del intercambio publicitario de display de la open web.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<strong>Nada en su sentencia final se aplica a AdSense, AdMob, Google Ads, DV360 o cualquier otra tecnolog\u00eda publicitaria de Google<\/strong>,<strong> aparte de Google Ad Manager o a cualquier otro inventario que no sea el inventario display de la open web<\/strong>\u201d, sobre la que pide no desinvertir, aunque s\u00ed estar\u00eda de acuerdo en retirarse de servir este tipo de publicidad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se conocer\u00e1 finalmente el destino de estas herramientas en la sentencia que se emitir\u00e1 desde el Departamento de Justicia (DOJ) a finales de este mes.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se suma a la denunciada presentada en agosto por Open X, otra plataforma del lado de la venta (SSP). <\/p>\n","protected":false},"author":29,"featured_media":225682,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[554,50],"class_list":["post-225677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-google","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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