● Covered by 2 sources · 2 reportsMedium impact2 neutral
Google Not Forced to Sell Ad Exchange After Antitrust Loss; Behavioral Remedies Imposed
Key points
- US federal judge ruled Google does not have to sell its AdX ad exchange.
- DOJ sought divestiture after Google lost an antitrust trial in 2025.
- Court found Google illegally locked publishers into its ad exchange.
- Judge accepted undisclosed "behavioral remedies" requiring Google to open ad tech tools.
- Google's VP of regulatory affairs expressed satisfaction with the ruling.
Court Rejects Ad Exchange Divestiture
A US federal judge has ruled in favor of Google, deciding that the company will not be compelled to sell its online advertising exchange, AdX. This decision comes despite Google losing an antitrust trial in 2025, where the court determined the company illegally monopolized parts of the ad tech market.
DOJ's Request Denied
The US Department of Justice (DOJ) and a coalition of states had advocated for the divestiture of AdX as a remedy, arguing it was necessary to level the playing field in the online display ad market. Government lawyers had contended that Google "rigged" ad auctions to its advantage. While the court agreed that Google illegally restricted publishers to its exchange, it did not find that Google broke the law regarding advertiser tools.
Behavioral Remedies Imposed
Instead of a sale, the judge accepted undisclosed "behavioral remedies" proposed by the parties. These remedies will require Google to open its ad tech tools to rival companies. The ruling was initially issued under seal to allow involved parties time for review.
Google's Response
Lee-Anne Mulholland, Google's vice president of regulatory affairs, stated that the company is pleased the court rejected the DOJ's proposal to dismantle tools that assist small businesses in reaching customers. Publishers utilize AdX to sell unsold ad space to advertisers in real-time, incurring a 20 percent fee to Google for the service.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
A federal judge ruled that Google will not be forced to sell its AdX ad exchange, despite a previous finding that the company illegally monopolized ad tech markets. Instead, the court accepted undisclosed "behavioral remedies" that will require Google to open its ad tech tools to rivals. This decision impacts the ongoing antitrust scrutiny Google faces regarding its advertising business.
A US federal judge ruled that Google will not be forced to sell its online advertising exchange, despite losing an antitrust trial in 2025. The Department of Justice had sought the divestiture as a remedy after the court found Google illegally locked publishers into its exchange. This decision limits the penalties Google faces following the antitrust verdict.