Google avoided (yet another) breakup… now comes the test of the ad tech remedies
Here's how Google's GAM might look after the next 30 days, following the closing stages of its marathon antitrust trial.
In a recent ruling, the U.S. Justice Department's antitrust case against Google and its ad tech division, Google Ad Manager (formerly known as DoubleClick), failed to force the tech giant to break up. Judge Leonie Brinkema rejected the Department of Justice's proposed structural remedies, which included the divestiture of AdX and DoubleClick for Publishers (DFP), as well as the open-sourcing of DFP's final auction logic.
Instead, the court embraced the majority of the proposed behavioral remedies, with some modifications. The focus has now shifted from ownership to conduct. Google will continue to operate its ad exchange, commonly referred to as AdX, and DFP; however, the final judgment will impose restrictions on how these businesses function and interrelate with publishers and rival ad tech companies.
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