Google's ad tech monopoly will remain, but must relax rules and appoint antitrust monitor
- Google told to make significant interoperability changes to its ads business
- It'll be monitored for six years, but the DOJ wanted 15 years of monitoring
- Google says it intends to appeal the decision, nonetheless
Despite the Department of Justice's best efforts, US District Judge Leonie Brinkema has ultimately concluded that Google won't be mandated to break up its ad-tech business, however the tech giant will still need to make some major changes to its business model to tame monopoly fears.
While the DOJ had previously accused Google of not being trustworthy to operate AdX fairly, with publishers having to pay Google a 20% fee to sell advertising through AdX, Brinkema decided that changes rather than a breakup would be more appropriate.
Crucially, the company will need to disconnect its publisher ad server from AdX, and websites using Google's publisher ad server must not be required to use AdX as well.
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