Google Ordered to Reform Advertising Practices Amid Antitrust Concerns

A federal court has ordered Google to reform its digital advertising auction practices and establish an antitrust compliance monitor for six years. The ruling was issued in a comprehensive 106-page decision by U.S. District Judge Leonie Brinkema.

The reforms will prevent Google from compelling websites using its ad server to also use AdX, its advertising exchange platform. Additionally, the company must provide publishers with expanded data access and permit AdX utilization without requiring adoption of other Google services.

Google shares climbed 0.70% during extended trading hours following the court decision. Analysts maintain a Strong Buy consensus on GOOGL with an average target price of $427.08, according to TipRanks data.