Could Google’s Ad Tech Ruling Reshape Publishers’ Operations?

Google lost a landmark antitrust case over monopolistic practices in its ad tech business last year. It’s now required to implement behavioral remedies, which are expected to make the ad market fairer for publishers. What that actually looks like, however, remains to be seen.

The changes are significant on paper. Google will have to disclose more about how its ad pricing works, remove mechanisms that favored its own AdX exchange, allow AdX to submit real-time bids to competing publisher ad servers and better integrate its technology with Prebid, the open-source system publishers use to bring competing demand into their ad…