Judge Hands Down Remedies in Google Ad Tech Antitrust Case
A federal judge has handed down remedies in the Google ad tech antitrust case, forcing the company to make significant changes to its business practices. Judge Leonie Brinkema's decision requires Google to build API integrations connecting AdX and DFP to Prebid, submit real-time bids to rival publisher ad servers, and share bid data with publishers. The court also prohibited Google from bidding directly into DFP or favoring its own ad tech tools.
The remedies are a result of the Department of Justice's lawsuit against Google, which alleged that the company maintained a monopoly in open web display advertising. The DOJ had requested structural relief, including a divestiture of AdX, but Judge Brinkema agreed with Google that behavioral changes were sufficient to address the harm.
The court-appointed technical monitor will oversee Google's compliance with the remedies for six years and have full access to the company's employees, systems, and source code. The final judgment applies globally and takes effect in 60 days, although Google is expected to appeal.