Observed Signal · Oct 5, 2026 · Policy Update · Source: AdExchanger · Impact: 5/5 · Sentiment: Neutral
Google and DOJ File Proposed Remedies in Ad Tech Case
Google and the Department of Justice have filed competing proposed final judgments in the ad tech antitrust case. The 41-page filing outlines remedies that include requiring Google to connect AdX to Prebid, accept bid requests from non-Google ad servers, and separate DFP and AdX contracts. Both sides agree on core remedies but dispute details such as implementation timelines, data access conditions, and the selection and powers of a compliance monitor. The DOJ seeks faster global implementation and stronger data rights, while Google asks for more time and weaker monitoring language. Judge Brinkema must now resolve the disputes before issuing a final order.
This legal filing will determine Google's ad tech remedies, potentially reshaping the programmatic advertising landscape by mandating interconnections and restricting Google's practices.
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Key Takeaways & Evidence Grounding
- Google and the DOJ filed proposed final judgments on October 2, 2026
- The filing is 41 pages with competing provisions
- Both sides agree on requiring AdX-Prebid connection and separating DFP/AdX contracts
- Disputes include implementation timelines (6 vs 12 months) and compliance monitor powers
- Judge Brinkema must resolve disputes before signing a final order
Connected Companies & Entities
2 Entities mapped“Google and the Department of Justice filed the next round of paperwork that will determine what Google’s punishment will look like in the ad...”
“Google has to build a connection between AdX and Prebid so publishers can solicit AdX bids through Prebid’s header bidding wrapper....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DOJ and Google Clash Over AdTech Remedies Ahead of Verdict
The DOJ and Google have filed updated post-remedy briefs in the ongoing antitrust case over Google's ad tech stack, with the sides sharpening their positions ahead of closing arguments. Google argues that divesting its sell-side AdX would be time-consuming and unnecessary, proposing to integrate Prebid with AdX for open web display ads while allowing bypass for video/CTV/in-app formats and certain programmatic packaging; it also pledges to maintain performance and reduce latency and information loss. The DOJ counters with structural relief to restore competition, including potential divestiture of AdX and DFP and an escrow fund to collect a share of net profits from Google’s ad tech businesses to aid publishers. It also proposed opening the Ad server logic and warned of disruptions to small publishers. Judges Brinkema and Mehta have raised questions about the remedies’ practicality and impact on publishers, shaping the debate over remedies and enforcement.
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