The Big Story Remedying A Monopolistic Ad Server
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Aug 21, 2025 Alison Schiff, Managing Editor at AdExchanger, dives into the intricacies of the impending Google antitrust trial. She discusses the critical witness line-up and highlights the Department of Justice's proposed remedies to dismantle Google's advertising monopoly. Schiff unpacks strategies for promoting fairness and transparency in ad tech, as well as the complexities of enforcing changes. The conversation also takes a creative turn, comparing tech project codenames to superhero stories, adding a splash of intrigue to the legal discourse.
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Court Found Google Dominant In Ad Tech
- Judge Brinkema found Google unlawfully monopolized publisher ad servers and ad exchange markets.
- She reported Google held roughly 91–93.5% publisher ad server market share from 2018–2022.
DOJ Proposes Wide-Ranging Remedies
- The DOJ seeks both structural and behavioral remedies including divestiture of GAM and AdX.
- They also want open access to bidding data, open-sourced auction logic, and constraints on self-preferencing.
Prepare For Data Access And Integration Work
- Prepare for enforced data and access changes like pre-bid access to AdX bidding data.
- Publishers and competitors should map integration costs and switching plans now.