The logo for Google LLC is seen at the Google Store Chelsea in Manhattan, New York City, U.S., November 17, 2021. REUTERS/Andrew Kellysaid on Tuesday that it will offer tools to online publishers for the first time in an attempt to help them reduce reliance on global market leader Google.
Open Path is similar to an effort by publishers and their vendors around 2015 to advance a technology known as header bidding to loosen the grip of Alphabet's Google has previously said that it welcomes competition and that it generates significant sales for publishers.
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