Google Ordered to Loosen Ad-Tech Grip Under $5 Billion Lawsuit
A U.S. federal judge has imposed behavioural remedies on Google to restore competition in the open-web display publisher ad-server and ad-exchange markets. The ruling follows a finding that Google unlawfully maintained monopoly power and illegally tied its DoubleClick for Publishers product to AdX.
The Department of Justice had sought a structural remedy requiring Google to divest AdX, but U.S. District Judge Leonie Brinkema rejected this request, concluding that changes to Google's business practices could provide sufficient access for competing ad-tech providers.
Under the six-year regime, Google must support integrations between AdX and Prebid and between DFP and Prebid. AdX will also be required to submit real-time bids to competing publisher ad servers.
The measures are intended to reduce the technical advantages created by Google's ownership of multiple parts of the advertising technology stack. Publishers must also be able to access and export their own data from Google's DFP and AdX systems, making it easier to change technology providers.