Judge orders Google to overhaul adtech practices without breaking up company

A federal judge concluded that Google illegally monopolized certain online advertising markets and imposed a comprehensive remediation plan lasting six years. The order bars Google from giving its own services preferential treatment in open-internet ad auctions and prohibits tying its DoubleClick for Publishers (DFP) ad server to the AdX exchange or using "First Look" and "Last Look" auction mechanisms that favor AdX. Google’s exchange and server must now interoperate with the open-source Prebid header-bidding platform, and AdX must make real-time bids available to rival publisher servers without requiring DFP.

The company must also provide publishers with historical configuration data and ongoing bid data to lower switching costs. A court-appointed monitor, technical committee, and internal compliance officer will supervise compliance, with the final order pending. Google has indicated it will appeal portions of the liability finding.