Google’s ad tech dominance faces a major legal challenge. AdExchanger’s Allison Schiff and AdMonsters’ Lynne d Johnson break down the DOJ verdict, what’s next for publishers and advertisers, and why the fight for the open web isn’t over yet.
When a federal judge ruled that Google had illegally monopolized the publisher ad server and ad exchange markets, it wasn’t entirely unexpected.
The verdict essentially confirms what most of the ad tech industry already knew. So, what’s the big story now? What happens next—and who’s ready for the fallout?
In this LinkedIn Live conversation, AdExchanger’s Allison Schiff, who’s been chronicling the DOJ vs. Google saga from day one, and AdMonsters’ Lynne d Johnson unpack the verdict.
They also explore potential remedies and ask what it will take to shift the balance of power in digital advertising.
(Watch the full conversation below.)
The Consequences of Controlling Both the Pipes and the Tollbooth
At the heart of the judge’s ruling was a straightforward but damning conclusion: Google used its control over both the publisher ad server (DFP) and the ad exchange (AdX) to lock up the market.
By tying DFP and AdX together, Google made it more difficult for competitors to gain traction and gave itself an unfair advantage in auctions.
As Allison noted during our conversation, the verdict wasn’t about questioning Google’s innovation—it was about breaking apart the “double-dip” that made real competition in ad tech nearly impossible.
Were Publishers in Love With Google, or Did They Feel Cornered?
While Google’s defense insisted that publishers chose its tools because they were the best, the courtroom told a different story.
“Publishers always felt like they weren’t working with Google because they loved the tech. They stayed there because there was nowhere else to go.” said Johnson.
Many publishers felt trapped in a system where switching wasn’t only challenging but also financially risky, especially for smaller publishers.
This case finally validated those long-held frustrations.
What Remedies Could Look Like—and Why Nothing Changes Overnight
Winning the case is just Round One. Now comes the messy business of proposing remedies. This could include breaking up parts of Google’s ad stack or enforcing behavioral changes.
But don’t hold your breath. The appeals process could stretch out for years, keeping the current system largely intact in the meantime.
“Winning the case is just Step One. The remedies phase is basically another mini-trial, and that could take years.” Schiff said.
“The remedies hearing is going to be its own thing. It’ll take time. And then there’s the appeals process, which could drag on forever,” she added.
Is Big Tech’s Ad Playbook About to Get Rewritten?
The Google ruling isn’t just a slap on the wrist—it’s a loud shot across the bow for tech giants like Amazon and Meta.
If controlling the pipes, traffic, and toll booths is now officially a problem, the ripple effects could come fast and furious. Ad tech’s power players are officially on notice.
The real question? Whether regulators will ride this momentum into a full-blown reckoning, or if this was just one well-aimed punch in a much longer, bloodier fight over the future of the open web.
As Schiff explained during our conversation, when regulators win a case like this, they don’t back off — they double down.
With Google’s loss, there’s a sense that regulators smell blood in the water, and the real action may just be getting started.
Could this lead to lasting change, or will it merely become another endless appeals process that drags on, leaving the status quo unchanged? It’s the cliffhanger we’re all still watching.
Vindication Feels Good—But Dollars Still Talk
Across the industry, there’s a strong sense of vindication, especially among publishers who spent years feeling powerless.
But, as Johnson pointed out during the Live, validation alone doesn’t pay the bills. Real change will only come if buyers, who control the ad dollars, start demanding new dynamics and diversifying their spend.
Without financial incentives to shift behavior, even the most decisive court ruling risks becoming just another headline.
A New Chapter—or the Same Old Story?
The DOJ vs. Google decision may mark a turning point in ad tech regulation, but real systemic change won’t happen overnight—or even this year.
Whether the open web becomes truly more open depends not only on judges and regulators but also on how publishers, buyers, and platforms choose to move forward.
“This was vindication for publishers who were accused of wearing tinfoil hats for years,” Schiff said.
But, real change? That will be a long, slow process — and much of it hinges on whether ad buyers start shifting their spending habits.