"The remedy phase of the US Department of Justice's antitrust case against Google's advertising technology operations concluded on October 3, marking the government's effort to address monopolistic control over the digital ad ecosystem. Over ten days of courtroom debate, the DOJ and Google presented starkly different visions for how to restructure a business that has long dominated both the buying and selling sides of online advertising. The proceedings focused not on Google's guilt already established but on the appropriate corrective measures to restore competition."
"Government attorneys advocated for sweeping structural changes, including the divestiture of Google's ad exchange, the core system that connects buyers and sellers of digital ad space. They also proposed making the auction code used by publisher tools publicly available and suggested further divestments if competition fails to improve. Google, meanwhile, has countered with a suite of behavioral remedies, such as contract adjustments and improved interoperability with rival platforms, suggesting that a breakup is unnecessary."
The remedy phase of the US Department of Justice's antitrust case against Google's advertising technology operations concluded on October 3. Government attorneys sought structural changes, including divesting Google's ad exchange, making auction code publicly available, and further divestments if competition does not improve. Google offered behavioral remedies such as contract adjustments and improved interoperability, arguing a breakup is unnecessary. Post-trial briefs are expected by early November, with closing arguments later that month and Judge Brinkema's final ruling anticipated in 2026. American Express launched Amex Ads to leverage first-party data and allow brands to purchase display inventory across Amex-owned properties, starting with AmexTravel.com. Duolingo launched an advertising platform, and Mozilla partnered with Index Exchange.
Read at Exchangewire
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