Google has finally been told how it must change the ad tech machinery at the center of its antitrust defeat. But as regulators attempt to pry open one vertically integrated advertising stack, the industry is busy building new ones. Judge Leonie Brinkema’s remedies opinion confirmed that Google will keep both its ad exchange, AdX, and its publisher ad server, DoubleClick for Publishers, a.k.a. DFP, albeit under a six-year behavioral regime. Google must integrate its technology more closely with Prebid, let AdX bid into competing publisher ad servers, improve publishers’ ability to move their data and restrict preferential treatment of…
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