DOJ and Google Clash Over AdX Integration Timeline
The U.S. Department of Justice (DOJ) and Google are locked in a dispute over the timeline for opening Google's AdX platform to competitors. The DOJ proposed a six-month deadline, while Google requested twelve months, with both sides submitting their preferred language in a 41-page exhibit for Judge Leonie Brinkema to review. The core issue revolves around integrating AdX with Prebid, an open-source header bidding project, and ensuring equal treatment for non-Google ad servers.
Key points of agreement include separating DFP and AdX sales, banning first and last look privileges, and enforcing unified pricing rules. However, disputes remain over data access, monitoring, and international rollout. The DOJ wants publishers to access historical bid data before switching ad servers, while Google insists access should be granted only after a commitment to switch. Additionally, the DOJ seeks a global implementation from day one, whereas Google wants an extra 24 months for international changes.
Beyond the courtroom, TikTok has expanded its ad network, now called the TikTok Ad Network (TTAN), to nearly 400,000 apps worldwide. The move aims to extend TikTok's targeting capabilities beyond its platform, though industry reactions are mixed. Some advertisers see potential in leveraging TikTok's signal across other apps, while others remain skeptical about its effectiveness off-platform.
The case, which began in January 2023, is expected to face further appeals regardless of the outcome. Meanwhile, the DOJ's initial demand for divestiture of AdX and open-sourcing of DFP's auction logic was rejected in favor of revised auction rules. The focus now is on the pace and scope of the changes, with a 60-day implementation clock set to start once Judge Brinkema signs the order.