Google Ad Business Faces Global Oversight Under New Ruling
A U.S. judge has rejected a government bid to break up part of Google's advertising business, opting for rules governing its ad-business units instead.
The decision comes after a long and drawn-out trial, with Judge Leonie Brinkema filing a full remedies opinion in the U.S. v. Google ad-technology monopoly suit on September 16.
The court-appointed 'technical monitor' will keep watch on these requirements globally, not just in the U.S., for six years - the term Google suggested. The changes aim to ensure fair competition and build interfaces between AdX, DFP, and Prebid to route and solicit real-time bids without additional latency.
The ruling marks a significant victory for the Department of Justice's efforts to protect and restore competition, according to Associate Attorney General Stanley E. Woodward Jr.