Welcome back to Scotch and Watch - the show where I drink the scotch, you watch, and
strums a guitar in London while I beam in from Sydney, where it’s already the future.
This week, there’s only one headline worth pouring a glass for: The Google ad tech remedies trial.
It’s the courtroom showdown that could decide whether Google gets broken up.
But why the Viking hat and the power ballad riff? Because in Europe, it really is the Final Countdown.
Chris and I dive into not one, but two trials happening on opposite sides of the Atlantic, both chasing the same goal: Cracking open Google’s black box.
Because let’s be clear - if you depend on advertising for monetisation on the open web, these cases will decide your future.
And the kicker? Google’s already whispering that the open web is dead.
We’re here to find out if that’s true, and whether the system built to organise ads has instead turned into a profit machine that delivers worse outcomes for everyone else.
Enjoy…
Future Media just turned two. 🎉
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