{"page":"/blog/switch-ad-servers-without-losing-adx-demand","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Risk","Likelihood","Impact","Mitigation","Source for the fact"],"rows":[["1","AdX demand gap during the pre-remedies path because the second hop into GAM loses bids or adds fees","High","High","Keep GAM live as an AdX-only network; defer cutover of the AdX feed until the adapter ships","Dkt. 1858, p. 66"],["2","Google ships the Prebid adapter late or in a degraded form","Medium","High","The order requires functional equivalence, identical terms and no added latency; document gaps for the Monitor","Dkt. 1858, p. 62"],["3","The court picks 12 months rather than 6 for AdX-to-rival-server access","Open","Medium","Plan on 12; treat 6 as upside","PPC Land, 6 Oct 2026"],["4","A stay pending appeal delays the Effective Date","Medium","High","Google's draft tolls the Effective Date during any stay; keep the pre-remedies path viable","PPC Land, 6 Oct 2026"],["5","Configuration and historical data lost because Data Transfer purges after 60 days","High if unmanaged","Medium","Export before you start; store outside Google","Google Help, accessed 17 Oct 2026"],["6","Baseline shift from render-based impression counting on 17 Feb 2027","Certain","Medium","Use request RPM; build the correction from the 12 Aug 2026 baseline","PPC Land, 3 Sep 2026"],["7","ads.txt or sellers.json errors block the new path","Medium","High","Validate before launch; allow days to a month for crawlers","Google AdSense Help, accessed 17 Oct 2026"],["8","Latency increase from an extra server hop","Medium","Medium","Hold the page timeout constant; server timeout 200 to 300 ms below it","Prebid docs, accessed 17 Oct 2026"],["9","Direct campaigns under-deliver during the split","Medium","High","Mirror line items on both servers; move guaranteed last; PG via Prebid only at 15 months","PPC Land, 6 Oct 2026"],["10","The new vendor closes or is acquired","Low per vendor, real in aggregate","High","Portability and exit clauses; Microsoft Invest closed 28 Feb 2026 nine months after announcement","PPC Land, 22 Jun 2025"],["11","Consent and privacy signals handled differently on the new path","Medium","High in the EU","Test TCF 2.2 strings end to end; Prebid Server gates cookie sync and auctions on TCF purposes","Prebid docs, privacy, accessed 17 Oct 2026"],["12","Video and CTV revenue assumed to follow display","Medium","High for mixed publishers","Scope the project to open-web display; video stays where it is","PPC Land, 17 Sep 2026"]],"sourceUrls":[["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"],["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://support.google.com/admanager/answer/1733124"],["https://ppc.land/judge-spares-googles-ad-exchange-and-rewrites-its-auction-rules-instead/"],["https://support.google.com/adsense/answer/7532444"],["https://docs.prebid.org/dev-docs/modules/prebidServer.html"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/microsofts-xandr-dsp-closure-opens-doors-for-independent-players/"],["https://docs.prebid.org/prebid-server/features/pbs-privacy.html"],["https://ppc.land/google-faces-six-year-worldwide-ad-tech-decree-instead-of-adx-sale/"]]}