Marketecture: Get Smart. Fast. Episode 142: What’s Going on with the Google Remedies Trial
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Oct 3, 2025 Dive into the intriguing world of antitrust with a discussion on Google's remedies trial and whether behavioral fixes can suffice. The hosts reveal that Google once considered selling its ad exchange, ADX, complicating its defense. OpenAI is gearing up for monetization through ads and commerce. Meanwhile, Amazon expands its supply by integrating Netflix and Spotify into its advertising strategy. Plus, learn about Trade Desk's evolving strategies and the potential legal challenges surrounding AI content creation.
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Remedies Trial Is About Fixes Not Guilt
- The remedies trial focuses on what to do about Google's monopoly, not whether they were a monopolist.
- Google proposes behavioral fixes while DOJ pushes for divestiture and stronger structural remedies.
Google Once Considered Selling AdX
- Google previously explored selling AdX and running DFP as a cloud service under Project Sunday and Monday.
- Those internal plans undermine Google's courtroom argument that divestiture is impossible.
AdX Largely Feeds Google’s YouTube Demand
- AdWords and DV360 buys skew heavily toward YouTube, leaving open-web network business relatively small.
- AdX is largely fed by Google demand, limiting its external exposure and competition.