Google pitches direct supply paths as fix for ad waste and weak outcomes

Key points

• Google's sponsored piece cites $26.8 billion in annual wasted programmatic spend, attributed to ad tech inefficiencies.
• Per the piece, the average publisher connects to 24.5 SSPs, and over half of those partners can initiate resold auctions.
• Hakuhodo DY ONE reportedly used Google's Buyer Direct for a luxury auto dealer, lifting visitor engagement time 34%.
• Google's sell-side team launched Publisher Connections, a unified hub for research, product updates and best practices.

Why it matters for marketers: Marketers weighing supply path consolidation should note this is Google-sponsored, and verify the 34% engagement claim before citing it in planning.