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Google Ordered to Open Ad Systems to Rivals, Escapes Breakup
A federal court in Virginia has ordered Google to open its advertising technology systems to competitors, ruling that the company illegally maintained monopolies.
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What happened
- 01Google must open its ad systems to competitors, avoiding a breakup of its advertising technology empire.
- 02A federal court found Google illegally maintained monopolies in ad server and ad exchange markets.
- 03Google's AdX exchange and DFP ad server must connect to open-source systems like Prebid.
- 04The company faces six years of court oversight, with restrictions expected to apply worldwide.
- 05This ruling is one of several legal challenges against Google concerning its core services.
While Google avoided a breakup of its ad empire, it must now connect its AdX exchange and DFP ad server to open-source systems and provide real-time bids to rivals. The court imposed six years of oversight, with the restrictions expected to apply globally. This ruling is part of a series of legal challenges against Google concerning its search engine and app store operations.
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