{"page":"/blog/google-ad-tech-remedies-explained-publishers","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Obligation on Google","Deadline (from Effective Date)","Who benefits","Scope limits and exclusions","Status"],"rows":[["1","Build an integration so Prebid can solicit real-time AdX bids for all indirect open-web display inventory, \"functionally equivalent\" and on \"materially identical terms\" to DFP, with no added latency and reasonable technical support to Prebid","Plaintiffs 6 months; Google 12 months; Google's engineers estimate 12 to 15 months","Publishers running Prebid.js or Prebid Server, hosted or self-hosted","Open-web display only; non-programmatic direct deals excluded","Disputed deadline (Dkt. 1858, pp. 58, 62; PPC Land, 6 Oct 2026)"],["2","Enable AdX to submit real-time bids to non-Google publisher ad servers for all indirect demand, with technical support","Plaintiffs 6 months; Google 12 months","Publishers on a third-party ad server, and the ad server vendors","Open-web display; the ad server must build the receiving side","Disputed deadline (PPC Land, 6 Oct 2026)"],["3","Server-to-server link so DFP publishers can route indirect demand through Prebid Server","12 months","Publishers staying on Ad Manager but moving the auction to Prebid","Open-web display","Agreed (PPC Land, 6 Oct 2026)"],["4","Second DFP to Prebid link for programmatic guaranteed and preferred deals","15 months","Publishers with programmatic direct business","Non-programmatic direct deals excluded","Agreed; expanded by the court from Google's draft (PPC Land, 27 Sep 2026)"],["5","Tools letting a publisher choose AdX via Prebid or via DFP (not both at once); publisher control over request routing","Plaintiffs 6 months; Google 12 months","Publishers testing Prebid-only AdX access","Open-web display","Disputed deadline (PPC Land, 6 Oct 2026)"],["6","Free export of publisher configuration and historical DFP data, plus an export interface to rival ad servers","3 months","Publishers evaluating or executing a switch","Open-web display; video and in-app excluded; trigger disputed (\"considering or evaluating\" vs \"has chosen\" a rival server); field list disputed","Deadline agreed, scope disputed (PPC Land, 17 Sep 2026; AdExchanger, 5 Oct 2026)"],["7","Ongoing AdX bid data covering winning and losing bids; 7-day auction data file","12 months","All DFP and AdX publishers","Format and frequency set with the Monitor and Technical Committee; plaintiffs want daily delivery with pacing data","Agreed with disputed detail (PPC Land, 6 Oct 2026)"],["8","Technical documentation of DFP's final auction logic and a per-ad data file showing candidate prices, adjustments and why the winner was chosen","Format to be agreed with Monitor and Technical Committee","All DFP publishers","Replaces the rejected open-source auction","Ordered (Dkt. 1858, pp. 73 to 74)"],["9","Rescind policies that banned passing AdX bids through other systems; written notice to customers that the AdX and DFP bundle is optional","3 months","All Ad Manager customers","None stated","Agreed (PPC Land, 6 Oct 2026)"],["10","Separate contracts for AdX and for DFP; no tying by contract or policy","From 6 months","All Ad Manager customers","None stated","Agreed (PPC Land, 6 Oct 2026)"],["11","Header Bidding Trafficking for every DFP customer regardless of size or Ad Manager 360 status","6 months","Smaller publishers previously excluded","None stated","Agreed (PPC Land, 6 Oct 2026)"],["12","No First Look, no Last Look; deprecate and never reimplement Unified Pricing Rules for indirect transactions; publishers may set different floors per exchange and buying tool; no DFP fee discounts for uniform floors","Effective Date (UPR already removed in Dec 2025)","All Ad Manager publishers","Indirect transactions","Agreed (Dkt. 1858, p. 58; PPC Land, 17 Sep 2026)"],["13","Non-discrimination: Google may not vary AdX revenue share, add latency, answer fewer bid requests or send less information based on whether a publisher uses DFP, a rival ad server or Prebid; no payment for preferential routing","Effective Date","Publishers on any ad server","Google's draft adds \"commercial\" to the parity standard and \"insofar as technically possible\"","Agreed in principle, language disputed (Dkt. 1858, p. 74; PPC Land, 6 Oct 2026)"],["14","Google Ads (AdWords): no direct bidding integration into DFP for indirect open-web display; may integrate with Prebid; no AdX priority based on ownership; equivalent information to non-Google buying tools","Effective Date; information parity 12 months (plaintiffs) vs 18 months (Google)","Rival exchanges and the publishers whose auctions they feed","DV360 excluded entirely","Partly disputed (Dkt. 1858, p. 81; PPC Land, 6 Oct 2026)"],["15","Monitor (three-candidate slate), three-person Technical Committee and Internal Compliance Officer, all paid by Google; work plan within 45 days of appointment; quarterly written reports; status report within 90 days of the Effective Date","Appointment work starts at entry","Enforcement","Monitor nomination order and \"malfeasance\" standard disputed; Google gets at least 30 days to respond before court involvement","Agreed structure, disputed powers (Dkt. 1858, pp. 89 to 90; AdExchanger, 5 Oct 2026)"],["16","Term and reach: six years from the Effective Date, extendable if not fully satisfied; worldwide","Google proposes up to 24 months extra for international rollout","All markets","Court rejected Google's comity argument but Google re-raised rollout timing in the joint filing","Term agreed, rollout disputed (Dkt. 1858, pp. 102 to 104; AdExchanger, 5 Oct 2026)"]],"sourceUrls":[["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/brinkema-forces-google-to-honor-all-19-fixes-it-drafted-messers-tally-shows/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/","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.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://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://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://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://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://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/"]]}