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Google's Head Of Publishers: Pubs Need To Take Back Some Power
- The Drum, Thursday, October 3, 2013 1:05 PM
The Drum has reported that Google's David McMurtie, head of publishers, UK Partner Business Solutions, believes that publishers must "take control" of first-party data in programmatic trading in order to protect against buyers "dictating" value. McMurtie said this at the Association of Online Publishers (AOP) event in London on Thursday.
He said to an audience of publishers: "The power and control is currently with the buyer -- they choose the audience and price -- they are dictating to you as publishers what the value of your content and inventory is. You need to fight that."
