October 28, 2025  |  SIGN UP

PRESENTED BY

Ronan Shields
SENIOR REPORTER, AD TECH

Google’s AdX, part of Google Ad Manager, once notoriously opaque and unyielding in rate negotiations, has recently become more agency-friendly, according to Sam Bradley's reporting.

Since early 2025, AdX reps have offered post-auction discount programs, structured in three spending tiers — some beginning at $50–100 million annually — and invited agencies to provide feedback on new products.

These changes mark a cultural shift for a platform that has historically been closed to direct buyer relationships. The move follows antitrust rulings against Google’s ad-tech monopoly, prompting efforts to court agencies and improve transparency.

However, media buyers say the discounts remain modest compared to rival sell-side players, limiting any major shift in spend.

Analysts view the move as a pragmatic attempt to shore up AdX’s independence and competitiveness ahead of potential structural remedies, while agencies cautiously welcome the newfound engagement but remain focused on more lucrative non-Google supply-side partners.

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