Google focuses on automating the process in which advertisers and radio buyers participate in its audio ads program. In its reluctance to handle sales in a personal aspect, Google is striking a discord with the dMarc crew who feel that the “human touch” is one of the most essential elements to process.

Another sticking point is the earn out potential for the dMarc founders, who will be fortunate to see $150 million in what was originally thought of as a potential $1.13 billion earn out figure.