Google's ad tech remedies: behavioral, not structural

Seventeen months after the verdict, Judge Leonie Brinkema ordered behavioural remedies rather than a breakup. Google keeps its ad server and exchange, but must let AdX bids flow through Prebid so publishers can run Google's demand in the same neutral auction as every other exchange.

The crux

Google surrenders the walled-off auction but keeps the demand steering and the data that made its monopoly durable, so the real power has not moved.

Sell-side read

Rival exchanges get what they asked for and publishers can expect falling AdX win rates and rising yield, but the buy-side integration is untouched, which is where the control actually lives.

Watch

How fast Google complies and whether AdX win rates shift, plus OpenX's civil damages case.