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Lead DevelopmentFACT · 4/5•1 Oct '26•Via Adweek

Google Antitrust Ruling Spares Ad Stack, Pressures Trade Desk

A federal judge ruled that Google must open up its ad exchange and publisher ad server to more competition but stopped short of forcing a breakup of its adtech stack. The remedies include connecting AdX and DFP to Prebid, requiring equal terms for AdX bids on alternative servers, curbing self-preferencing, and sharing auction data. For The Trade Desk, which has positioned itself as the neutral alternative to Google's walled gardens, this outcome weakens its core pitch: a fairer and more transparent auction reduces the urgency for publishers to seek alternatives like OpenPath. The article also notes that Google's decision to keep third-party cookies has already slowed adoption of alternative IDs like UID2.0. Analysts suggest The Trade Desk's narrative is shifting towards CTV and agentic advertising as the open-web competition with Google evolves.

•A federal judge ruled that Google does not have to break up its adtech stack despite monopoly findings.
•Google must integrate AdX and DFP with Prebid and ensure equal terms for AdX bids on alternative ad servers.
•The Trade Desk's alternative identity solution UID 2.0 adoption slowed after Google kept third-party cookies.

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