Google's Wildcard: The Ad Tech Ruling and the Limits of Antitrust Enforcement The US District Court Judge Leonie Brinkema's recent ruling in Virginia rejecting the Department of Justice's bid to force Google to sell its ad tech business has left many wondering if the government's antitrust efforts are too little, too late.
At stake is not just the future of online advertising but also the notion of what it means to be a dominant player in the digital landscape.
The case against Google centers on its AdX exchange, where publishers pay a 20% fee for access to auctions that match buyers with advertisers.