Google Cloud is having some success when it comes to landing ad tech companies as new customers, but the companies that choose Google to manage their computing infrastructure are making a tricky bargain.
Google recently struck deals with 33Across, a publisher monetization company, and a crypto-marketing startup, Permission.io, to help power their businesses. In this way they are relying on the No. 1 internet ad company, while also competing in areas that overlap. This dynamic raises interesting questions about what ad tech companies need to consider when they choose a cloud provider.
33Across, is a supply-side ad platform, and it expects it will need more computing power as it launches a new product to deliver ads to hundreds of thousands of websites without using cookies. Cookies have been the backbone of online advertising for decades, collecting data about users through web browsers, but browsers, including Google Chrome, are phasing out cookies in favor of stricter internet privacy protocols.
This month, 33Across became the latest ad tech firm to join Google Cloud. “We expected a significant increase in the scale and volume of traffic when we made this cookieless push,” says Shyam Kuttikkad, chief technology officer, 33Across, in explaining why the company tapped Google Cloud.
Google Cloud has become an attractive option when companies like 33Across can’t afford to invest tens of millions of dollars into a private cloud set-up. However, Google’s main ad…