""I'm going to give you a hint," Judge Brinkema told Google during its counsels' cross-examination of The Trade Desk CRO Jed Dederick. Rather than the parade of ad tech execs who have taken the stand so far, she said she's waiting to see what Googlers and other first-hand authorities think is required for an AdX or DFP divestiture. "This is to some degree window dressing," she said of rehashing the ad tech debates. "Let's get to the mannequins.""
"and that no other company is a feasible acquirer of AdX and/or DFP. To prove that open web display ads are on the way out anyway, Google questioned Omnicom's Luke Lambert, a leader of its Confluence Agency, which is a one-client shop set up for Amazon, about an article where he said that a product like AdBridge, which auto-generates creative and audio ad formats, was "the future.""
During the DOJ remedies phase, parties contested whether a divestiture of Google's publisher ad server (DFP) and ad exchange (AdX) is necessary or feasible. Judge Leonie Brinkema intervened to focus questioning on what Googlers and first‑hand authorities would require for a divestiture, calling repeated ad tech debates "window dressing" and urging concrete testimony. The judge halted a line of questioning about header bidding, noting prior enthusiasm that later dissipated. Google argued the open‑web display ad market is declining and asserted no feasible acquirer exists for AdX/DFP, questioning agency witnesses about shifts toward products like AdBridge.
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