Google Ordered to Overhaul Ad-Tech Business Amid Monopoly Ruling

A US court has ordered Google to make significant changes to its ad-tech business after finding it maintained an illegal monopoly. The remedies, which have been made public, require Google to improve interoperability, share publisher data, disclose auction practices, and stop preferential bidding.

The court also appointed a monitor and technical committee to oversee compliance for six years. This comes after the company was allowed to keep running its ad business, but avoided the worst-case outcome of being forced into a breakup.

Google will have to integrate with Prebid and Competing Publisher Ad Servers, provide new technical support and data to its competitors and customers, and disclose how its black-box advertising auctions work. It will also be required to allow publishers to access and export their own data from DFP and AdX, making it easier for them to switch ad tech providers.