Google’s top ad chief is shaking up the company’s organizational structure, which will impact everything from consumer privacy, ad fraud, measurement, as well as how ads are bought and sold.
Prabhakar Raghavan, who oversees the company’s $100 billion advertising business, is spearheading the effort following Sridhar Ramaswamy departure as the senior VP of advertising and commerce at Google.
The organizational restructure will focus on four key areas: Privacy and user trust; measurement; the buy-side, or how marketers purchase digital ads; and the sell-side, or how publishers sell their ads, Google says. AdExchanger was first to report the news.
Although such large organizational changes at Google do not occur overnight, they do arrive at a time when the tech giant is facing mounting pressure from multiple fronts that include regulatory bodies, as well as lawmakers calling for the company to be broken up. Earlier this month, for example, Google-parent Alphabet said in a filing that it “received a civil investigative demand from the DOJ requesting information and documents relating to our antitrust investigations in the U.S. and elsewhere. We expect to receive in the future similar investigative demands from state attorneys generals.”
Breaking up the buy-and-sell-side within Google, for instance, could be seen as a move the tech giant is making to better position itself against lawmakers who are calling for antitrust investigations.
However, Google says the new strategic structure was made in order to unify its teams across its litany of products and focus on its four most critical areas.