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Lead DevelopmentFACT · 4/5•11 Sept '26•Via AdExchanger

Auctions in the Crosshairs: Google and Amazon Face Scrutiny

Two major developments in ad tech antitrust enforcement occurred last week. A judge ruled that Google will not be forced to spin off its ad tech business despite a prior monopoly ruling, instead opting for behavioral remedies. Meanwhile, the FTC filed a lawsuit against Amazon, alleging its ad auctions for SMB advertisers involved a 'shadow participant' that inflated prices. The article discusses the implications for auction transparency and fairness in the ad tech industry, noting that while Google's case resulted in remedies like higher floors for certain buyers and more data sharing, the FTC's case against Amazon has more limited possible penalties.

•Judge Brinkema ruled Google will not have to spin off its ad tech business.
•The full ruling text will be released next week, potentially clarifying changes for publishers and SSPs.
•Google already removed 'last look' auction advantage, which will remain.

Entities:Google Amazon

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