{"page":"/blog/programmatic-advertising-strategy-2027","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Date","What is fixed","Source"],"rows":[["Google ad tech final judgment entered","n/d (not entered by 28 Oct 2026)","Remedies take effect 60 days after entry and run six years, worldwide","Alphabet 10-Q, 28 Oct 2026; Memorandum Opinion, Dkt. 1858"],["Google appeals the April 2025 liability ruling","After entry of judgment","Alphabet \"plan[s] to appeal\" and \"may also appeal\" parts of the remedies","Alphabet 10-Q, 28 Oct 2026"],["AdX bids flow into Prebid","12 to 15 months after the effective date","Court accepted Google's estimate over the plaintiffs' 18 months","Memorandum Opinion, Dkt. 1858, pp. 58 and 62"],["AdX bids to rival publisher ad servers","6 or 12 months after the effective date (disputed)","Plaintiffs proposed 6 months, Google 12","PPC Land, 6 Oct 2026"],["Texas state attorneys general ad tech trial","After the DOJ remedies proceedings end","Sequencing only; no date","Alphabet 10-Q, 28 Oct 2026"],["Amazon retires standalone DSP and Sponsored Ads report pages","31 Dec 2026","Unified reporting inside Amazon Ads Agent","PPC Land, 29 Oct 2026"],["ANA Programmatic Transparency Benchmark, Q3 2026","n/d (not published on 9 Nov 2026)","Quarterly series; Q3 2025 came out on 5 Nov 2025","ANA, 5 Nov 2025"],["EU Digital Omnibus adopted text","n/d","Council text returns cookie rules to ePrivacy Article 5(3); no final text on 9 Nov 2026","Taylor Wessing, 2026; PPC Land, 28 Jun 2026"]],"sourceUrls":[["https://www.sec.gov/Archives/edgar/data/0001652044/000165204426000084/goog-20260930.htm","https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["https://www.sec.gov/Archives/edgar/data/0001652044/000165204426000084/goog-20260930.htm"],["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.sec.gov/Archives/edgar/data/0001652044/000165204426000084/goog-20260930.htm"],["https://ppc.land/amazon-calls-its-ad-platform-an-agent-but-the-agent-is-still-closed-beta/"],["https://www.ana.net/content/show/id/pr-2025-11-transparency"],["https://www.taylorwessing.com/de/global-data-hub/2026/the-digital-omnibus-proposal/gdh---the-digital-omnibus---cookies","https://ppc.land/eu-council-drops-cookie-signal-after-google-lobbying-eur-40-50-bn-at-stake/"]]}