Google says it competes with 'lots of companies' in advertising — here's the hole in that argument

A new blog post from Google claims the ad tech industry is a 'healthy marketplace'

The market caps of Telaria , Rubicon Project and The Trade Desk are nothing to sniff at, but are tiny in comparison with Google's $854.1 billion market cap.

But some argue that even if there are a proliferation of players that play in different areas of the ad-tech ecosystem, Google is a huge player in each step of the way. The Trade Desk, for instance, said in response to Google's post that the tech giant's involvement in different parts of digital media make it "hard to be objective."

"At The Trade Desk, we believe an open, competitive market for digital advertising increases effectiveness for advertisers, improves revenue for publishers and funds a broad scope of premium content for all consumers," the company said in an emailed statement. "As with many markets, it's hard to be objective if you operate on both the buy- and the sell-side of digital advertising, and that's key to an open, competitive market.

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