{"id":193169,"date":"2025-04-19T17:42:12","date_gmt":"2025-04-19T17:42:12","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/the-unfiltered-story-of-googles-ad-tech-monopoly\/"},"modified":"2025-04-19T17:42:12","modified_gmt":"2025-04-19T17:42:12","slug":"the-unfiltered-story-of-googles-ad-tech-monopoly","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=193169","title":{"rendered":"The unfiltered story of Google’s ad tech monopoly"},"content":{"rendered":"


\n<\/p>\n

U.S. Judge Leonie Brinkema<\/a> just called it: Google broke the law to cement its monopoly<\/a> over online advertising. Four weeks in September laid bare exactly how it did it. But if you missed the courtroom drama or need a refresher, here\u2019s the unfiltered story of how Google boxed out rivals and took over online advertising \u2014 straight from the people who were caught in the crossfire.<\/p>\n

But for those who were there from the beginning, the story of Google\u2019s rise in ad tech was already written in the margins \u2014 long before any courtroom showdown.\u00a0<\/p>\n

\n

Matt Wasserlauf, now the CEO of Blockboard, remembers it well.\u00a0<\/p>\n

At the time he was an ad tech operator fielding a request from one of the world\u2019s largest advertisers. Procter & Gamble wanted him to verify whether DoubleClick \u2014 the gold standard for display ad serving \u2014 was really delivering on its promises. The marketers suspected they were being overcharged for banner ads and DoubleClick wasn\u2019t offering any real answers. With Google circling the company, P&G didn\u2019t expect things to get any more transparent.\u00a0<\/p>\n

So they asked Wasserlauf to put some checks and balances in place. The result was Vindico, an alternative ad server created to shine a light on what many suspected was a black box.<\/p>\n

Even back then, ad execs had a gut feeling about Google running DoubleClick \u2014 and it wasn\u2019t a good one.<\/p>\n

Now, that gut feeling has become common knowledge, and as messy as it is, here\u2019s the gist: Google\u2019s purchase of DoubleClick gave it the tech that powered how ads were served on the web. That meant it could control the tools used by publishers then later build tools for advertisers and eventually run the ad exchange (the auction itself). By owning all three layers \u2014\u00a0buyer, seller and auctioneer \u2014 Google could steer the market to its advantage often behind the scenes.\u00a0<\/p>\n

The implications weren\u2019t immediately visible but the industry felt them. Three years later, when Google acquired Admeld, a supply-side platform used by publishers, it looked less like a business deal and more like a power move.\u00a0<\/p>\n

Publicly, Google painted the $400 million acquisition as a way to help publishers make more money from their inventory. Privately, it had more Machiavellian uses. The Department of Justice would later unearth discussions from Google execs pondering whether they should buy Amdeld simply to \u201cpark it somewhere\u201d.\u00a0<\/p>\n

With Admeld in Google\u2019s hands, publishers feared the worst. They saw the deal as Google doubling down on its DoubleClick playbook: buying inventory from publishers at low prices, selling it to advertisers at higher ones, and pocketing the difference \u2014 all while keeping publishers in the dark.<\/p>\n

Naturally, publishers have more concerns \u2014 some even ditched Admeld altogether.<\/p>\n

\u201cAfter the [Admeld] acquisition, we received a lot of publisher clients that fled Admeld,\u201d said a former AppNexus exec who exchanged anonymity for candor on their time at this particular ad tech business.<\/p>\n

Fast forward to late 2013, and Admeld had found its parking spot at Google \u2014 only to be shut down soon after \u2014 just three years after it was bought.<\/p>\n

Google\u2019s next steps were less subtle. It began manipulating auction dynamics through mechanisms that bore the names of internal projects like Bernanke and Global Bernanke. These were designed to inflate bids when Google needed to win and redistribute ad revenue between publishers without transparency. Another effort project Bell punished publishers that dared to work with rival ad tech providers by discounting their inventory by up to 20%<\/p>\n

With that kind of control, Google could tilt the scales, growing its ads business at the expense of competitors, partners, and even its own advertisers. Yet, few called it out. Sometimes it was ignorance, sometimes willful ignorance, and sometimes? Just plain greed. Whatever the reason, a large swath of the ad industry stood by \u2014 complicit, whether they knew it or not.<\/p>\n

If that sounds overblown, this ad exec\u2019s unfiltered perspective offers a stark reality check:<\/p>\n

\u201cThere\u2019s a frustration that the Google tech we\u2019re using to buy ad impressions works best when buying them from its own marketplace of publishers using its ad server,\u201d said the exec, who requested anonymity to avoid jeopardizing commercial relationships. In 2015, when these concerns peaked, the exec and their colleagues were pushing to consolidate their ad spend into fewer programmatic marketplaces. The trouble was, they couldn\u2019t tell if Google\u2019s marketplace outperformed because it was superior \u2014 or because Google was making it look that way.<\/p>\n

Still, they spent the money. Because in digital media, if something appears to work, no one asks too many questions. As the exec explained: \u201cWhen something works in media buying, it gains traction \u2014 no questions asked.\u201d<\/p>\n

Publishers, however, had fewer illusions. And unlike advertisers, they began fighting back.\u00a0<\/p>\n

In 2014, a workaround emerged: header bidding. The technique allowed publishers to run simultaneous auctions in multiple ad exchanges before passing inventory to Google, cutting into AdX\u2019s advantage and giving rival marketplaces a fair shot.<\/p>\n

It worked \u2014 briefly. Publishers began earning more. Competition increased. For the first time in years, Google was no longer guaranteed a front-row seat.\u00a0<\/p>\n

Google didn\u2019t take it lightly.<\/p>\n

The company\u2019s retaliation unfolded in phases. First came DFP First Look in 2015, a feature that allowed Adx to outbid exchanges at the last minute, often by just a penny. When publishers resisted, Google pivoted. In 2016, it introduced Open Bidding, an alternative to header bidding that let other ad tech vendors into its own auctions \u2014 with limitations, of course. It still controlled the auction, kept data advantages, charged fees and gave Adx subtle edges that preserved its dominance.\u00a0<\/p>\n

Then came the scorched-earth campaigns.<\/p>\n

Project Poirot identified and targeted header bidding partners Google deemed risky \u2014 ad tech vendors were riddled with price manipulation, costing its own platform money every time ads were bought through them. They had to go. Eventually, they did. Google\u2019s bids into rival exchanges dropped anywhere from 10% to 40%, and eventually as much as 90%, leaving its own marketplace in pole position to scoop up that ad spend. When publishers tried to push back and implement custom rules to regain some control, Google unveiled Unified Pricing Rules, which banned floor-price tweaks that allowed non-Google bidders to compete fairly. The official line was simplicity. The internal motive, as the DoJ later confirmed, was to kill header bidding.\u00a0<\/p>\n

For Stefan Havik, head of digital at European media company DPG Media, that was the breaking point. The company began a strategic overhaul to minimize its dependence on Google. To continue playing by Google\u2019s rules, he feared, would mean surrendering autonomy entirely.\u00a0<\/p>\n

\u201cThose rules \u2014\u00a0that was the moment for us when we decided that the dynamic was going the wrong way and so we developed a plan to be less dependent on Google,\u201d said Havik at Digiday\u2019s European Publisher Summit last fall.\u00a0<\/p>\n

It\u2019s a sentiment that\u2019s grown louder in recent years, now echoed not just in hushed meetings but on legal dockets and court transcripts. The receipts are on record.\u00a0<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

U.S. Judge Leonie Brinkema just called it: Google broke the law to cement its monopoly over online advertising. Four weeks in September laid bare exactly how it did it. But if you missed the courtroom drama or need a refresher, here\u2019s the unfiltered story of how Google boxed out rivals and took over online advertising […]<\/p>\n","protected":false},"author":1,"featured_media":193170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[75122,13754,5342,3972,5107,18380],"dealstore":[],"offerexpiration":[],"class_list":["post-193169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-google-on-trial","tag-googles","tag-monopoly","tag-story","tag-tech","tag-unfiltered"],"yoast_head":"\nThe unfiltered story of Google's ad tech monopoly - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=193169\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The unfiltered story of Google's ad tech monopoly - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"U.S. Judge Leonie Brinkema just called it: Google broke the law to cement its monopoly over online advertising. Four weeks in September laid bare exactly how it did it. But if you missed the courtroom drama or need a refresher, here\u2019s the unfiltered story of how Google boxed out rivals and took over online advertising […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=193169\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-19T17:42:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1030\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=193169#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"The unfiltered story of Google’s ad tech monopoly\",\"datePublished\":\"2025-04-19T17:42:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169\"},\"wordCount\":1182,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png\",\"keywords\":[\"Google on Trial\",\"Googles\",\"Monopoly\",\"story\",\"TECH\",\"unfiltered\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=193169#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=193169\",\"url\":\"https:\/\/fivemor.com\/?p=193169\",\"name\":\"The unfiltered story of Google's ad tech monopoly - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png\",\"datePublished\":\"2025-04-19T17:42:12+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/fivemor.com\/?p=193169#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=193169\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/?p=193169#primaryimage\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png\",\"width\":1030,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fivemor.com\/?p=193169#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/fivemor.com\/?bp_activities=1\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The unfiltered story of Google’s ad tech monopoly\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The unfiltered story of Google's ad tech monopoly - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=193169","og_locale":"en_US","og_type":"article","og_title":"The unfiltered story of Google's ad tech monopoly - Som2ny Network","og_description":"U.S. Judge Leonie Brinkema just called it: Google broke the law to cement its monopoly over online advertising. Four weeks in September laid bare exactly how it did it. But if you missed the courtroom drama or need a refresher, here\u2019s the unfiltered story of how Google boxed out rivals and took over online advertising […]","og_url":"https:\/\/fivemor.com\/?p=193169","og_site_name":"Som2ny Network","article_published_time":"2025-04-19T17:42:12+00:00","og_image":[{"width":1030,"height":600,"url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png","type":"image\/png"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=193169#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=193169"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"The unfiltered story of Google’s ad tech monopoly","datePublished":"2025-04-19T17:42:12+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=193169"},"wordCount":1182,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"image":{"@id":"https:\/\/fivemor.com\/?p=193169#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png","keywords":["Google on Trial","Googles","Monopoly","story","TECH","unfiltered"],"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=193169#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=193169","url":"https:\/\/fivemor.com\/?p=193169","name":"The unfiltered story of Google's ad tech monopoly - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fivemor.com\/?p=193169#primaryimage"},"image":{"@id":"https:\/\/fivemor.com\/?p=193169#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png","datePublished":"2025-04-19T17:42:12+00:00","breadcrumb":{"@id":"https:\/\/fivemor.com\/?p=193169#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=193169"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/?p=193169#primaryimage","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/04\/google-judge-digiday.png","width":1030,"height":600},{"@type":"BreadcrumbList","@id":"https:\/\/fivemor.com\/?p=193169#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fivemor.com\/?bp_activities=1"},{"@type":"ListItem","position":2,"name":"The unfiltered story of Google’s ad tech monopoly"}]},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/193169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=193169"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/193169\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/media\/193170"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=193169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=193169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=193169"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=193169"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=193169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}