Observed Signal · Sep 23, 2026 · Policy Update · Source: Digiday · Impact: 4/5 · Sentiment: Neutral
Publishers Score Google's Ad Tech Remedies 5/10
Publishers and sell-side executives have given a mixed scorecard, averaging 5/10, to the remedies proposed in the DOJ's antitrust case against Google's ad tech dominance. They acknowledge progress in opening AdX to rival ad servers and banning first-look advantages, but express skepticism about practical impact and enforcement. The opening of AdX to non-Google ad servers received the highest average score (6/10), seen as a potential shift, though caveats remain about Google's own demand participation. Other remedies, like data portability and unbundling AdX/DFP, scored lower, seen as transparency or billing changes rather than true competitive resets. Concerns persist about the hollowed-out alternative ad server market and risks for publishers switching stacks. Executives like Amit Grover and Eric Hochberger highlight both potential benefits and caveats, noting that many practices Google already changed. The remedies are seen as steps forward but far from a complete win for publisher competition and revenue.
Major regulatory remedies against Google's ad tech monopolistic practices, with significant implications for publishers, SSPs, and the broader programmatic ecosystem.
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Key Takeaways & Evidence Grounding
- Seven publisher revenue and sell-side executives rated Google's ad tech remedies, assigning an average total score of 5/10.
- The remedy to open AdX bidding to rival ad servers received the highest average score of 6/10, requiring Google to allow real-time AdX bidding on non-Google ad servers.
- A ban on Google's 'first look' and 'last look' auction advantages scored 6/10, though Google claims it already stopped these practices in 2019.
- Remedies for scrapping unified pricing rules (allowing per-buyer floors) scored 5/10, while data portability and ending mandatory product bundling both scored 4/10.
- Executives cited concerns about enforcement, the hollowed-out alternative ad server market, and the risk to publishers switching stacks.
Connected Companies & Entities
“Eric Hochberger, co-founder and CEO of Mediavine, said the remedies are encouraging but some are already addressed by Google or limited in s...”
“Justin Woh, VP of Aditude and consultant for publisher Salon, commented on pricing floors and yield management.”
Ontology Mapping & Concepts
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