Google Ordered to Change Ad-Tech Practices, But Must Keep Dominant Exchange

A federal judge has ordered Google to change its ad-tech business practices, but stopped short of forcing the tech giant to sell its AdX advertising exchange. The ruling comes after an earlier verdict found that Google acted illegally to acquire and maintain monopoly power in online advertising.

The News/Media Alliance, a trade group representing news publishers, has been critical of Google's dominance in the ad-tech market. Danielle Coffey, President and CEO of the alliance, said the remedies ruling takes 'some positive steps' towards dismantling Google's overwhelming dominance, but more needs to be done.

Coffey noted that the original guilty verdict should not be overshadowed by insufficient remedies, and that publishers need stronger guarantees to receive fair value for their ad impressions. The News/Media Alliance has spent years advocating on behalf of news media publishers against Google's anticompetitive actions.