Full Disclaimer: I was an employee at Google, and here is my “try to be as objective as I can” take. Also, no insider information here haha.

1️⃣ Buy-Sell: the Flywheel Effect

For the first time (at least as long as I’m aware), App Summit and Think Apps became a combined event! 

And this is not a simple logistics change - it is a strategic narrative that presents throughout the event. Google Ads and Google Sellside (specifically AdMob and GAM Apps) working hands in hands to improve publisher outcome.

This “full-stack” narrative is a playbook that what I called “closed loop Ad Networks” have been utilizing for a while (think Unity Grow suites, and of course the AppLovin-MAX loop). Google, as a large corporation, however, has to tread more careful to roll out the Buy-Sell flywheel, while having the absolute advantage with incredible scale, and rich data across acquisition (Ads), distribution (Play) and monetization (Play, AdMob, GAM). 

If they’re serious about this (and I think they are), the mediation war has gotten a lot more interesting.

But the long-term question remains:

If Google pushes deeper into Buy-Sell, where does that leave publishers? Would it be another tROAS MAX situation, where publishers have fewer levers?

My hope is that this becomes a real advantage - more transparency, more efficiency - and not simply another walled garden move.

2️⃣ Innovations on the Publisher Side (Finally)
I think it’s fair to say Google has shipped more meaningful pub-side upgrades in the past year than any major mediation or ad network:

• An updated SDK with better stability + debugging improvementsNew ad formats with performance upside - checked

• An updated SDK with better stability + debugging improvements

Oh, and AI? You can’t simply have an event nowadays without these 2 letters, am I right?

For an advertising giant like Google, and in a world where almost (if not all) focus has been placed on buyside… this is refreshing to see.

3️⃣ APAC Is No Longer an Afterthought - It’s the Focus
I’ve been to several industry events across continents this year, (and I’m definitely a proud, bias Vietnamese), but I’ve never felt the energy as high in APAC, and particularly in Ho Chi Minh city this time.

Investment from giants like Google tell us that they're putting money where their mouth is.

• Google has been building a local team in Vietnam. Soon, both Buy, Sell sides and Cloud will be on the ground, supporting the growth of Vietnam studios
• Pakistan - a very interesting up and coming market is next 

It’s no longer: “hah, let me sit in Singapore and run the whole APAC business from here”. APAC is as nuanced as it gets, but that’s also what makes it one of the most exciting regions for growth. Each market is evolving fast, and the momentum here is unlike anywhere else. 

So if you’re thinking about expanding to this market - go grab a beer with the local, zoom call could never.

My final 2 cents:

It is clear from this year Think Apps that:

• Google’s pushing a clearer Buy-Sell narrative and shipping more features - amping up to be more competitive in the mediation space
• The industry overall needs more innovations for publishers - and I’m really hopeful that Google can deliver that
• And finally: Don’t miss out on the growth of APAC