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Google Ad Tech Ruling: Who Wins and Loses From the Final Remedies
Google keeps AdX and DfP as remedies regulate auctions, not ownership. Rival exchanges gain Prebid access, the DOJ sets a template, and CTV and retail media get nothing.
Updated
The brief
- Judge Leonie M. Brinkema rejected the DOJ's structural remedy as a 'de facto divestiture'; Google keeps AdX and DfP.
- AdX must expose real-time bids through a Prebid API, putting it in the same neutral auction as Index Exchange, PubMatic and OpenX.
- The remedies cover open web display only, leaving CTV, in-app and retail media publishers with nothing.
Based on Digiday
Filed under google, ad-tech, adx, regulation, programmatic
Amara Osei
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News editor covering industry trends and analytics at Marketing Herald.