Google and DOJ Remain Divided Over Final Ad Tech Antitrust Remedies
· 12h ago · Originally reported by Beinsure
Google and the U.S. Department of Justice have yet to reach agreement on the final remedies to address Google's monopoly in the advertising technology market. The two sides continue to differ on what measures should be imposed following the landmark antitrust ruling against Google's ad tech business.
Why it matters
The outcome will shape how online advertising is bought and sold for years to come, potentially forcing Google to unwind parts of its ad tech stack and opening the market to competitors.
Explain it like I’m new here
It's like a referee (the DOJ) trying to punish a player (Google) who controls the whole playground, but they can't agree on how big the penalty should be.
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Go deeper
Related stories
Explainer: How Google's Performance Max campaigns work and where ad fraud risks may lurk
A new explainer breaks down Performance Max, Google's fully automated campaign type that spreads budgets across Search, Display, YouTube and other placements. It then asks whether the format's limited transparency and reporting controls…
Google Ads to Auto-Apply Merchant Coupons to Search, Performance Max Campaigns
Starting October 12, Google Ads will automatically apply website coupon offers to eligible Search and Performance Max campaigns that use location assets. Sourced offers are rechecked within 24 hours, though the review process for what goes…
US Court Bars Google Ad Exchange From 'Last Look' Bidding Advantage
A US court order has prohibited Google's ad exchange from using 'last look,' a practice that allowed the platform to view competitors' highest bids before placing its own in ad auctions. The ruling removes what critics called an unfair…
Google Ad Manager's Unified Pricing Rules: A Look Back at the Retired Floor-Price System
Google Ad Manager's unified pricing rules (UPR), a single floor-price mechanism for non-guaranteed demand, launched in 2019 and was retired in December 2025. The system allowed publishers to set one minimum price across all open auction…
DOJ and Google Clash Over Timeline to Open Ad Exchange to Rivals
The DOJ wants Google to open its ad exchange to competitors within six months, while Google proposes a 12-month timeline. Under Google's wording, non-US publishers could face waits of up to 24 months, extendable by local law. Key details…
DOJ and Google clash over deadline to open AdX to Prebid in ad tech case
Google and the Department of Justice have each filed competing proposed final judgments in the ad tech antitrust case. The DOJ wants Google's AdX exchange to support Prebid within six months, while Google is asking for twelve. The two…