{"page":"/blog/google-ad-tech-remedies-explained-publishers","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","Event","Source"],"rows":[["24 Jan 2023","DOJ and state attorneys general sue Google in the Eastern District of Virginia (case 1:23-cv-108); 17 states are plaintiffs by the remedies phase","PPC Land, 17 Sep 2026; PPC Land, 6 Oct 2026"],["Sep 2024","15-day liability bench trial","DOJ, 17 Apr 2025"],["17 Apr 2025","Liability opinion (778 F. Supp. 3d 797): Google monopolized the publisher ad server and ad exchange markets for open-web display and unlawfully tied DFP to AdX; 91% ad server share in 2022; 20% AdX take rate","Memorandum Opinion, Dkt. 1858, pp. 1, 4, 26; DOJ, 17 Apr 2025"],["May 2025","Plaintiffs and Google file competing proposed remedies (Google's first eight conduct provisions appear in Dkt. 1431); Prebid.org publishes its view","PPC Land, 27 Sep 2026; Prebid.org, 16 May 2025"],["4 Aug 2025","OpenX files a private antitrust suit; PubMatic follows on 8 Sep 2025","PPC Land, 17 Sep 2026; PPC Land, 17 Sep 2026 (PubMatic)"],["5 Sep 2025","European Commission fines Google €2.95 billion in case AT.40670; Google files an annulment action (T-794/25) on 12 Jan 2026","PPC Land, 17 Sep 2026 (PubMatic)"],["22 Sep to 6 Oct 2025","11-day remedies trial, 26 witnesses, over 100 exhibits","Memorandum Opinion, Dkt. 1858, p. 1; PPC Land, 17 Sep 2026"],["3 Nov 2025","Post-trial briefs and proposed final judgments; plaintiffs seek AdX sale within 12 months","PPC Land, 17 Sep 2026"],["21 Nov 2025","Closing arguments; Google counsel says conduct relief takes 12 to 18 months","PPC Land, 17 Sep 2026 (PubMatic)"],["Dec 2025","Google removes Unified Pricing Rules from Ad Manager (approximate month)","PPC Land, 17 Sep 2026"],["2 Sep 2026","Order (Dkt. 1857) rejects all three structural remedies; opinion (Dkt. 1858) filed under seal for 14 days","PPC Land, 2 Sep 2026"],["16 Sep 2026","Opinion unsealed unchanged; neither side requested redactions","ExchangeWire, 21 Sep 2026"],["2 Oct 2026","Joint proposed final judgment (Dkt. 1861), 41 pages, disputed language in brackets","AdExchanger, 5 Oct 2026; PPC Land, 6 Oct 2026"],["Pending","Entry of final judgment; no hearing or ruling date published","AdExchanger, 5 Oct 2026"],["Entry + 0 days","Monitor and Technical Committee appointment process begins","Memorandum Opinion, Dkt. 1858, p. 103"],["Entry + 60 days","Effective Date (Google's draft tolls it during any stay pending appeal)","PPC Land, 6 Oct 2026"],["Effective + 3 months","Free export of DFP configuration and historical data; notices to publishers that the AdX and DFP bundle is optional","PPC Land, 6 Oct 2026"],["Effective + 6 months","Separate contracts for AdX and DFP; Header Bidding Trafficking for all DFP customers; plaintiffs' deadline for AdX to Prebid and to rival ad servers","PPC Land, 6 Oct 2026"],["Effective + 12 months","DFP to Prebid Server link; 7-day auction data file; Google's deadline for AdX to Prebid and to rival ad servers","PPC Land, 6 Oct 2026"],["Effective + 15 months","Second DFP to Prebid link for programmatic guaranteed and preferred deals; court expects every behavioral remedy \"fully in effect\"","PPC Land, 6 Oct 2026; Memorandum Opinion, Dkt. 1858, pp. 42 and 102 to 103"],["Effective + up to 24 months","Google's proposed outer limit for applying the remedies outside the US (disputed; plaintiffs want day one)","AdExchanger, 5 Oct 2026"],["17 Feb 2027","Ad Manager and AdSense stop counting unrendered display impressions (not a remedy, but it moves every GAM baseline)","PPC Land, 3 Sep 2026"],["Effective + 6 years","Judgment expires unless extended for non-compliance","Memorandum Opinion, Dkt. 1858, p. 102"],["Expected","Google appeals the liability ruling after entry of judgment; Google's draft ties the Effective Date to any stay motion","Reuters via The Star, 17 Sep 2026; PPC Land, 6 Oct 2026"]],"sourceUrls":[["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/","https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google"],["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf","https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google"],["https://ppc.land/brinkema-forces-google-to-honor-all-19-fixes-it-drafted-messers-tally-shows/","https://prebid.org/untangling-googles-anticompetitive-tying-overview-of-remedies-to-googles-ad-tech-dominance/"],["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/","https://ppc.land/pubmatic-ceo-says-google-needs-up-to-15-months-to-open-adx-to-prebid/"],["https://ppc.land/pubmatic-ceo-says-google-needs-up-to-15-months-to-open-adx-to-prebid/"],["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf","https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/"],["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/"],["https://ppc.land/pubmatic-ceo-says-google-needs-up-to-15-months-to-open-adx-to-prebid/"],["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/"],["https://ppc.land/doj-loses-adx-divestiture-bid-as-brinkema-accepts-behavioral-remedies/"],["https://www.exchangewire.com/blog/2026/09/21/digest-court-unseals-google-ad-tech-remedies-decision-taboola-acquires-rival/"],["https://www.adexchanger.com/publishers/google-and-the-doj-filed-their-proposed-final-judgments-in-the-ad-tech-case-heres-what-theyre-still-arguing-about/","https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://www.adexchanger.com/publishers/google-and-the-doj-filed-their-proposed-final-judgments-in-the-ad-tech-case-heres-what-theyre-still-arguing-about/"],["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://www.adexchanger.com/publishers/google-and-the-doj-filed-their-proposed-final-judgments-in-the-ad-tech-case-heres-what-theyre-still-arguing-about/"],["https://ppc.land/judge-spares-googles-ad-exchange-and-rewrites-its-auction-rules-instead/"],["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://www.thestar.com.my/tech/tech-news/2026/09/17/google-should-relax-ad-tech-rules-appoint-antitrust-monitor-us-judge-finds","https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"]]}