Judge Brinkema Has Had Enough Ad Tech, Thanks; The DSP Shop | AdExchanger

"My favorite phrase is 'Let's settle this case,' Judge Brinkema told the counselors before adjourning earlier this week. If the two sides don't come to a settlement, closing arguments are set for mid-November. And the DOJ and Google seem unlikely to settle. Google, for one, has already stated its desire to appeal and its preference for behavioral changes (aka promising to do better). The DOJ wants structural changes. Which is to say, a divestiture of the publisher ad server, the former AdX."

"Neither side seems likely to budge. Also, Google is unlikely to settle because it plans to fight all the way to the bitter end. Google wants to overturn the monopoly charge, which serves as the basis for half a dozen or more lawsuits brought by SSPs, including OpenX, PubMatic and Magnite. All Roads Leads To Amazon The Amazon DSP has won the narrative for the past year or so, as Wall Street investors and DSP advertisers alike come round on the platform."

"Amazon's ad tech offers unique advantages. There's the transaction data, duh. But Amazon also built its own media empire, so it can offer unmatchable low DSP margins when evaluated side by side with other standalone offerings. Amazon Ads picked up another win with the news that Microsoft Invest (the one-time AppNexus DSP, which was scheduled for shutdown as of May this year ) is making the Amazon DSP its "preferred transition partner," per the release ."

Federal Judge Leonie Brinkema decided the DOJ v. Google publisher ad tech antitrust case and oversaw an extended remedies argument phase. She urged settlement before adjourning, but the DOJ and Google appear unlikely to reach an agreement. Google intends to appeal and prefers behavioral remedies, while the DOJ seeks structural relief through divestiture of the publisher ad server, the former AdX. Google aims to overturn the monopoly charge that underpins multiple SSP lawsuits. Amazon's DSP has gained momentum due to transaction data and low margins, and Microsoft Invest designated Amazon DSP as its preferred transition partner.

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