Forcing Adoption of Google’s Tools: Locking in website publishers to its newly-acquired tools by restricting its unique, must-have advertiser demand to its ad exchange, and in turn, conditioning effective real-time access to its ad exchange on the use of its publisher ad server;
More on this is how they’ve treated new web technologies like WebHID. TL;DR is that nobody agreed with Google’s implementation of WebHID but (especially considering it was just “oh hey we wrote some code for it, this is how it should work :)”), since they’re the biggest, went with it anyway and told Mozilla and others to go pound sand. Google has immense influence over what the web actually is, but nobody talks about that.