In 2018, OpenX's demand from Google's DV360 suddenly dropped more than 40%, prompting CEO Tim Cadogan to request an explanation from Google, which went unanswered. Despite extensive efforts to understand the decline, OpenX could not ascertain the cause until the revelation of Project Poirot in a DOJ complaint against Google in 2023. This secret initiative sought to reroute transactions to Google's AdX, adversely affecting OpenX's operations, culminating in significant employee layoffs. OpenX recently filed a lawsuit against Google, emphasizing ongoing anticompetitive behavior and the need for accountability and legal remedies.
OpenX experienced a sudden decline in demand from DV360 on their exchange by over 40%, leading to significant layoffs and investigations into Google's practices.
Project Poirot was a secret initiative within Google aimed at shifting transactions from OpenX and other header bidding exchanges to AdX, impacting their operations severely.
OpenX is pursuing a federal lawsuit against Google, asserting that the ongoing anticompetitive behavior persists and necessitates legal action for accountability.
John Gentry, the current CEO of OpenX, affirmed that without legal remedies, the negative impacts of Google's tactics will continue to harm the market.
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