Google Keeps AdX, Avoids Forced Sale in Antitrust Ruling

A federal judge has ruled that Google can keep its advertising exchange, AdX, rather than selling it as part of an antitrust remedy. The decision was made after a three-and-a-half-year lawsuit against Google's ad tech business.

The government had sought to break up Google's ad tech business and sell off key assets, including AdX. However, the court found that structural remedies were not necessary, as behavioral remedies would be sufficient to address the alleged antitrust issues.

The court also rejected the plaintiffs' argument that a forced sale of AdX was needed due to a lack of trust in Google's compliance with an order. The judge noted that the government had failed to identify a viable buyer for AdX and that the process of migrating the exchange would take too long, taking up to 540 calendar days.

The court's decision means that Google will be subject to conduct rules for six years, rather than the 15-year judgment sought by the plaintiffs. The rules will require Google to carry out certain practices in its ad tech business, including allowing advertiser demand to show up in rival ad servers on the same terms as it does inside Google's own server.