Judge spares Google’s ad-tech business from a breakup

The specific obligations Google will face are not yet public, because Brinkema’s explanatory opinion remains under seal. Earlier, Google had proposed making real-time bidding responses from AdX available to rival ad servers, removing Unified Pricing Rules, and accepting a monitoring trustee for a three-year supervision period. None of that will even dent Google’s ad business.  

When all’s said and done, Google is still in charge of both its exchange and publisher ad-server operations. I expect the minor changes required won’t amount to a hill of beans. Restoring competition in markets where the company was found to have used its vertically integrated position unlawfully? Give me a break. 

Public Knowledge, a free speech and Internet advocacy group, described the decision as one that leaves Google’s monopoly power substantially intact. 

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AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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