""Google is not yet out of the woods," BMO Capital Markets analyst Brian Pitz said in a report."
"'Unlike the search case, we believe that a structural remedy is more likely here,' he said."
""Demand side" players like Trade Desk help advertisers, brands and media agencies buy space while "supply side" players such as Magnite and Pubmatic work with publishers, media owners and app developers that sell space at websites."
A separate antitrust case focused on digital advertising alleges Google used monopoly-building tactics to dominate online ad markets and harm advertisers and content creators. Hearings on remedies begin Sept. 22 before Judge Leonie Brinkema, who found in April that Google’s conduct harmed competition. The Department of Justice seeks a sale of Google Ad Manager, including the publisher ad server and ad exchange, which sit between buyers and sellers in ad auctions. A remedies ruling is expected in early 2026. Competitors such as Trade Desk, PubMatic, Magnite and Amazon could be materially affected by structural changes.
Read at Investor's Business Daily
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