As U.S. courts near a remedy, Europe puts Google's ad tech concessions under the microscope

"The crunch moment in Google's antitrust battles with the Justice Department over its ad tech stack looms ever closer, with Justice Leonie Brinkema expected to issue her remedies ruling by the close of Q1. While these deliberations take place in the chambers of a courtroom in the Eastern District of Virginia, developments elsewhere underscore the political undercurrents at play, namely the push to limit Big Tech's power."

"As scrutiny intensifies in the U.S. courts, the European Commission is moving in parallel - probing whether Google's recent changes to its ad tech stack meaningfully address longstanding competition concerns, or merely repackage its dominance. Consultations with publishers and industry players are already underway and signal that Brussels is far from satisfied, even as Google touts incremental reforms. The latest developments underscore how Europe's intervention could shape the next phase of global remedies,"

"In mid-December, the online advertising platform quietly announced several changes to how publishers in Europe can monetize using Google Ad Mnager, with two discernible changes - see below - that many deemed a response to a September rebuke from the European Commission, which fined the company $3.5 billion. Unified Pricing Rules (UPR) have been removed. EU publishers can again set different floor prices for AdX vs. rival exchanges, restoring pricing leverage and competition."

A remedies ruling by Justice Leonie Brinkema is expected by the close of Q1 in the U.S. antitrust case focused on Google's ad tech stack. The European Commission is simultaneously probing whether Google's recent ad tech changes meaningfully address competition concerns or merely repackage dominance. Consultations with publishers and industry players in Europe indicate regulatory dissatisfaction despite Google's incremental reforms. In mid-December Google quietly changed Google Ad Manager rules in Europe, removing Unified Pricing Rules and allowing publishers to set different AdX floor prices. The moves may represent a prelude to broader strategies to head off divestiture.

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