"The remedies phase of the Justice Department versus Google has pretty much concluded, and it's not too much of a melodramatic statement to note how the fate of the display advertising industry will be decided in the next couple of weeks. Judge Leonie Brinkema has already found Google guilty of antitrust violations in two key markets: the open-web display publisher ad server (DoubleClick For Publishers) and display ad exchange (AdX) markets. She also determined that Google unlawfully tied those tools together."
"The DOJ is pushing aggressively. Its core proposal is a three-phase structural remedy that aims to pry Google's grip off the plumbing of ad tech. Key elements: Force real-time access to AdX bidding data via Prebid (i.e., level the playing field) Open-source Google's auction logic (i.e., the "brains" behind DFP) Ban Google from operating an ad exchange for a decade post-divestiture Place 50 % of net AdX/DFP revenue into escrow while separation proceeds Require Google to share DFP data via an independent auction In short: structural breakups, data escrow, real-time access, and enforced divestiture."
"But Google has mounted a fierce pushback. Its counterarguments rest on two themes: 1. Innovation paralysis - the DOJ's plan would enmesh Google in court oversight for years, freezing product decisions and undermining its ability to evolve. 2. Disproportionate harm - breaking apart tightly integrated tools will allegedly hurt publishers (especially smaller ones) and drive up ad costs. Google is also subtly leaning on precedent: in the search antitrust case, Judge Mehta"
Judge Leonie Brinkema found Google liable for antitrust violations in the open-web display publisher ad server (DoubleClick For Publishers) and display ad exchange (AdX) markets and ruled that Google unlawfully tied those tools together. The DOJ proposes a three-phase structural remedy to separate Google's ad-tech plumbing, including forced real-time AdX access via Prebid, open-sourcing auction logic, a decade ban on operating an exchange post-divestiture, revenue escrow, and independent-data sharing. Google contends the plan would freeze innovation under prolonged court oversight, harm publishers (especially smaller ones), and increase ad costs. The remedies decision will shape the display advertising industry's future.
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