The Big Story Ad Tech Goes To Court, OpenX v. Google Edition
Aug 7, 2025
A major lawsuit is brewing as OpenX takes on Google, accusing it of harmful monopolistic practices in digital advertising. Meanwhile, Hyphometrics scores a legal win against Nielsen, igniting talks about the impact on marketing analytics technology. The complexities of patent disputes in ad tech are examined, revealing how these legal battles can stifle innovation for smaller companies. The discussion even takes a humorous turn, speculating on casting choices for a fictionalized version of these courtroom dramas.
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OpenX Leans On DOJ Ruling
- OpenX's complaint closely mirrors the DOJ's antitrust case and relies on the same judicial findings.
- Alison Schiff notes the April ruling already found Google's conduct unlawful, strengthening OpenX's position.
OpenX's Painful Revenue Cliff
- OpenX describes a mysterious 40% drop in DV360 spend that devastated its business.
- The company says Project Poirot caused layoffs of about 210 employees between 2018 and 2019.
OpenX's Unanswered Questions To Google
- OpenX repeatedly asked Google why their DV360 spend collapsed but got vague excuses like ads.txt and GDPR.
- Executives say Google concealed Project Poirot and gave inconsistent responses to inquiries.