Google Ordered to Open Ad Tech Systems to Rivals
The U.S. Department of Justice's antitrust division has secured significant relief in its case against Google over advertising technology markets.
In the United States et al. v. Google LLC case, the U.S. District Court for the Eastern District of Virginia ordered Google to open up its ad tech systems to rivals, including Prebid, an open-source industry standard for real-time bidding.
The court's decision requires Google to create integrations between AdX and Prebid, and DFP and Prebid, giving publishers more control over the sale of their inventory and providing access to unique demand without forcing them to use both DFP and AdX.
The ruling also imposes meaningful data-sharing requirements on Google, allowing publishers to access and export their own data from DFP and AdX, making it easier for them to switch ad tech providers.