Google Ad-Tech Ruling Requires Data Access and Six-Year Oversight
Google's advertising technology business has been ordered to open up parts of its operations to competitors. According to a court ruling, Alphabet (NASDAQ: GOOGL) must allow publishers and rivals access to its AdX exchange and DFP publisher ad server. Google must also provide real-time bids to competing publisher ad servers.
The changes aim to prevent switching barriers and preferential treatment within Google's advertising system. Publishers will be able to retrieve and export their own data from AdX and DFP, while Google's advertiser tool, AdWords, cannot favor Google-owned advertising tools when bidding.
A monitor and technical committee will oversee compliance for six years. Google has expressed disagreement with the liability finding involving its Google Ad Manager publisher tool and plans to appeal.