For many large publishers, the court’s refusal to force a Google AdX breakup didn’t land as a shock, or even much of a defeat. After years of tough talk about “teaching Google a lesson,” several senior commercial execs say the dominant feeling is more complicated: a mix of relief that the most disruptive scenario was avoided and resignation that, once again, nothing truly structural will change.
Feelings run from those who actively wanted Google’s ad stack separated, to pragmatists who dreaded years of disruption, to a large group who never thought divestiture was remotely realistic.
“People are disappointed,” said Scott Messer, an independent ad-tech consultant and former publisher revenue executive. “There’s the chaos agents who want to see it burn to the ground, and then there’s the ‘well, I guess it pays to be a monopolist’ camp.”
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