By Ronan Shields
Publication Date: 2026-09-22 04:01:00
Google has finally been told how it must change the ad tech machinery at the center of its antitrust defeat. But as regulators attempt to pry open one vertically integrated advertising stack, the industry is busy building new ones.
Judge Leonie Brinkema’s remedies opinion confirmed that Google will keep both its ad exchange, AdX, and its publisher ad server, DoubleClick for Publishers, a.k.a. DFP, albeit under a six-year behavioral regime. Google must integrate its technology more closely with Prebid, let AdX bid into competing publisher ad servers, improve publishers’ ability to move their data and restrict preferential treatment of Google-owned ad tech.
In short, Google keeps the machinery, but must make it more interoperable. While this is an important win, the context is arguably the bigger point. While the court is attempting to open infrastructure built during the desktop web era, AI platforms are building increasingly integrated advertising systems of their own. In…
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