{"id":745847,"date":"2026-09-02T23:35:20","date_gmt":"2026-09-02T20:35:20","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/google-avoids-adx-breakup-in-ad-tech-antitrust-case\/"},"modified":"2026-09-02T23:35:20","modified_gmt":"2026-09-02T20:35:20","slug":"google-avoids-adx-breakup-in-ad-tech-antitrust-case","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-avoids-adx-breakup-in-ad-tech-antitrust-case\/","title":{"rendered":"Google avoids AdX breakup in ad tech antitrust case"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a9de3c7912a3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a9de3c7912a3\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-avoids-adx-breakup-in-ad-tech-antitrust-case\/#Judge_keeps_the_monopoly_finding_intact_but_chooses_behavioral_remedies_over_a_forced_AdX_sale_preserving_Googles_ad_exchange\" >Judge keeps the monopoly finding intact, but chooses behavioral remedies over a forced AdX sale, preserving Google&#8217;s ad exchange.<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/google-avoids-adx-breakup-in-ad-tech-antitrust-case\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Judge_keeps_the_monopoly_finding_intact_but_chooses_behavioral_remedies_over_a_forced_AdX_sale_preserving_Googles_ad_exchange\"><\/span>Judge keeps the monopoly finding intact, but chooses behavioral remedies over a forced AdX sale, preserving Google&#8217;s ad exchange.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p class=\"wp-block-paragraph\">A federal judge rejected the U.S. Justice Department\u2019s bid to force Google to sell its AdX advertising exchange. Google is allowed to keep the business despite an earlier ruling that it illegally monopolized parts of the publisher advertising <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> market.<\/p>\n<p class=\"wp-block-paragraph\">The decision leaves Google\u2019s antitrust liability intact but rejects the DOJ\u2019s request for a court-ordered divestiture.<\/p>\n<p class=\"wp-block-paragraph\">Court ordered behavioral remedies. U.S. District Judge Leonie Brinkema declined to require Google to sell AdX, the marketplace where publishers sell digital advertising inventory through real-time auctions. Instead, she adopted most of the behavioral remedies proposed by both sides.<\/p>\n<ul class=\"wp-block-list\">\n<li>The DOJ and a coalition of states argued Google should be forced to divest AdX after the court found the company unlawfully tied publishers using its ad server to the exchange.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\"><strong>Monopoly ruling stands. <\/strong>The decision does not change Brinkema\u2019s April 2025 ruling that Google illegally monopolized markets for publisher ad servers and ad exchanges. The judge previously found Google\u2019s conduct harmed publishers, the competitive process, and consumers by locking publishers into using its advertising technology.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Google argued against divestiture. <\/strong>Google said a forced sale would be technically difficult, create a lengthy transition, and ultimately harm customers. The company also argued the DOJ\u2019s proposal differed from Google\u2019s earlier offer to sell AdX during a European Union antitrust investigation.<\/p>\n<ul class=\"wp-block-list\">\n<li>Ad Manager accounted for about 4.1% of Google\u2019s revenue and 1.5% of operating profit in 2020, according to Wedbush research based on court documents. More recent financial figures were redacted.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\"><strong>What they\u2019re saying.<\/strong> Google shared a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/x.com\/NewsFromGoogle\/status\/2095170847694557309\">statement on <\/a><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/x.com\/NewsFromGoogle\/status\/2095170847694557309\" target=\"_blank\" rel=\"noopener\">X<\/a>, attributed to Lee-Anne Mulholland, Alphabet VP Regulatory Affairs:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe\u2019re very pleased the Court rejected the DOJ\u2019s proposal to break apart tools that help small businesses reach new customers and grow.\u201d<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/x.com\/NewsFromGoogle\/status\/2095170847694557309\"><\/a><\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\"><strong>Why we care. <\/strong>The court upheld its finding that Google violated antitrust law but stopped short of ordering the breakup the DOJ sought. The ruling leaves Google\u2019s publisher ad tech business intact while relying on behavioral remedies instead of a forced sale.<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">GoogleDigital advertisingLeonie BrinkemaUnited States Department of JusticeAlphabet Inc.CourtDivestmentEuropean UnionMonopolyUnited StatesUnited States antitrust law<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+7 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-avoids-adx-breakup-486625\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Judge keeps the monopoly finding intact, but chooses behavioral remedies over a forced AdX sale, preserving Google&#8217;s ad exchange. A federal judge rejected the U.S. Justice Department\u2019s bid to force Google to sell its AdX advertising exchange. Google is allowed to keep the business despite an earlier ruling that it illegally monopolized parts of the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-745847","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/745847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=745847"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/745847\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=745847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=745847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=745847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}