Judge’s Full Ruling: Google’s Ad Tech Business Monitored for Six Years
The unsealed 106-page decision details why Google (164news.com's guide to google) keeps AdX and outlines worldwide changes it must implement.
Key Takeaways:
- Google must open its ad auctions to rivals and accept external oversight for six years (reducing the original request of 15 years).
- Changes aim to "effectively pry open competition" in affected ad tech markets, according to Judge Leonie Brinkema.
- Websites using Google's DFP ad server will no longer be required to use AdX.
- AdX must bid into rival publisher ad servers on equal terms as DFP and connect with Prebid, an open-source header-bidding framework.
- Google must share real-time bidding data and document its process for selecting auction winners.
Opinions and Implementation:
- While Reuters suggests an internal compliance monitor, AdExchanger describes a court-appointed technical monitor with full access to Google’s systems.
- The rules apply globally, not just in the US, as Google had argued.
- The requirements take effect within 60 days.
Criticism and Concerns:
Some, like Barry Lynn from the Open Markets Institute, believe the ruling falls short, stating it's "more proof the U.S. judiciary is abdicating its congressionally mandated duty to apply antitrust laws." In Europe, the Commission had previously argued for a breakup of Google’s ad tech business.
Source:
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