After U.S. District Judge Leonie Brinkema's ruling against Google for illegally monopolizing online ad tools, publishers feel vindicated but uncertain about the future. They are cautious about celebrating as the ruling may lead to a lengthy and complex appeals process. Furthermore, the details about what this means for Google's AdSense and its entangled structures raise urgent questions. The eventual forced divestiture of Google's ad server and exchange could be a long time away and bring about unforeseen challenges for publishers in managing yield and operations.
It's been nearly a week since U.S. District Judge Leonie Brinkema ruled that Google illegally monopolized the tools that direct how ad dollars flow across the internet.
Google's likeliest appeasement to the verdict - a forced divesture of its ad server and exchange - may take years to materialize.
The implications are still incredibly unclear, said the commercial lead at a publisher in the U.S., who exchanged their candor on the subject for anonymity.
Fixing a monopoly this entrenched won't be easy. Every potential remedy brings a cascade of consequences both seen and unforeseen.
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