It’s been 17 months of speculation over who wins and loses from the attempt to fix Google’s monopoly over online advertising. The remedies are finally here so here’s hoping this is the last word on it. The final rundown on who stands to win and lose.
Winners
Google: It still owns its ad exchange (AdX) and its ad server (DfP). It does not have to sell the former nor does it have to open-source the auction logic contained in the latter. And on nearly every other contested detail on how the remaining rules work, including timelines, monitor reporting, response windows and term length, the judge went with Google’s version over the Department of Justice. Most of what the remedies actually regulate, in the end, is how Google runs the auctions inside those two products. That matters but it’s not the full picture.
Adform’s CTO Jochen Schlosser summed it up: “Regulating auction access while leaving that buy-side integration intact doesn’t open the market, it just turns Google into a supervised public utility and sets up a six-year game of algorithmic hide-and-seek.”
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