Welcome to the AdTech AdTalk show! This week, hosts Adam Heimlich and Gareth Glaser dive into the "Peak of Bullsh*t" in the ad tech world.The episode kicks off with a deep dive into the ongoing Google antitrust trial, focusing on the controversial testimony from a WikiHow publisher. Is she pro-Google, or just exhausted by the constant uncertainty and potential disruption to her business? Adam and Gareth break down the technical implications of a potential Google divestiture, debating whether forcing all demand through Prebid would simplify or complicate life for publishers.The conversation then shifts to the explosive news that kept Gareth up all night: The Trade Desk's decision to fork Prebid. The hosts analyze the breakdown in communication, the "war on yield" fears from publishers, and the deep-seated cynicism preventing the industry from moving forward. They explore TTD's new PubDesk tool and question whether more transparency will actually lead to more money for publishers or if it's just another way for a middleman to capture margin.Packed with insights on industry politics, technical details, and a healthy dose of rage against the machine, this episode tackles the fundamental question: can the open web be saved, or are we stuck in a cycle of self-interest and over-complication?Tune in for a fiery discussion and get ready for next week's special episode with Jeff Green of The Trade Desk!0:00 - Intro0:35 - Welcome & DataBricks Sponsor Shoutout2:19 - Google Antitrust Trial: The Publisher's Perspective3:46 - Pro-Google or Just Tired of Constant Change?5:25 - Technicals of a Google Divestiture: GAM, AdSense & Prebid8:02 - Is a Better Ecosystem Worth the Short-Term Pain?9:46 - Is Google's Ad Stack "Too Big to Fail"?11:11 - Peak of Bullsh*t: Google's First-Party Data Claims12:48 - DOJ Politics and Google's Settlement with Trump14:48 - The Trade Desk vs. Prebid: Is Prebid Poorly Governed?16:51 - A Brief History of Prebid's Origins22:13 - Q&A: TTD's Transaction ID vs. Raptive's25:21 - What is The Trade Desk's New "PubDesk" Tool?26:23 - Why Are Publishers Mad at The Trade Desk?28:54 - Industry Cynicism & The Breakdown in Communication31:54 - Q&A: PubDesk Availability34:17 - Does More Information Lead to More Revenue?37:45 - Revisiting the Question: Is the Open Web Beyond Saving?39:12 - Will The Trade Desk's Prebid Fork Actually Work?43:52 - Adam's Rage Against "Middleman Overcompromises"46:07 - AdTech News Roundup46:12 - Meta to Use Chatbot Conversations for Ad Targeting51:44 - Podcast Ad Spend to Surpass $3 Billion in 202553:20 - Wrap-up & Teaser for Next Week with Jeff Green