Judge Orders Google to End Ad Tech Monopoly Practices

U.S. District Judge Leonie Brinkema ruled that Google must implement behavioral remedies to address its illegal monopolization of online advertising markets. The decision requires Google to stop forcing websites using its ad server to also use its ad exchange and prohibits the company from giving its own services preferential treatment in ad auctions.

Specific mandates include integrating Google's AdX exchange and DFP ad server with Prebid, making real-time bids available to rivals, and providing publishers with historical and configuration data to lower switching costs. The judge also banned the use of First Look and Last Look auction mechanisms. These global remedies will remain in effect for six years and will be overseen by a court-appointed monitor, a technical committee, and an internal compliance officer.

While the United States Department of Justice sought a structural breakup of Google's ad tech business—specifically the sale of the AdX exchange—Judge Brinkema rejected the demand. She stated that the behavioral remedies would be sufficient to restore competition. Google has announced its intention to appeal the underlying liability ruling regarding its Google Ad Manager publishing tools.