Google Adtech Faces Six-Year Restriction Following Antitrust Ruling

Google's adtech business has been ordered to adhere to a six-year restriction following an antitrust trial. The ruling prohibits Google from using its tools to discriminate against rival exchanges in online auctions. This means that Google can no longer tie its DFP ad server to its AdX exchange through contract terms, and it cannot bring back 'First Look' or 'Last Look', mechanisms that let AdX see or bid ahead of rival exchanges.

The judge overseeing the antitrust case has ordered Google to integrate Prebid, an open-source header-bidding technology, with both AdX and DFP. This change is expected to allow rival exchanges to compete more fairly in online auctions. PubMatic CEO Rajeev Goel testified for the Department of Justice during the trial and stated that this integration should enable fairer competition.

Additionally, Google has been ordered to provide publishers with access to AdX bids without requiring them to use DFP, as well as historical data from both DFP and AdX. This is seen as a positive step for data portability, which can lower switching costs for publishers looking to change providers.

The ruling also includes independent monitoring of Google's compliance with the order. A monitor, technical committee, and Google's own compliance officer will have access to its source code, algorithms, and interviews with employees.