From Adweek · Kendra Barnett · · 2m
Google Adtech Stack Unchanged After Court Ruling
Google avoids adtech breakup despite antitrust ruling, The Trade Desk's pitch weakens.
In brief
Google avoids adtech breakup despite antitrust ruling, The Trade Desk's pitch weakens. Google keeps its adtech stack intact after federal court ruled against breaking it up, weakening The Trade Desk's alternative ad platform strategy. Originally reported by Adweek.
Court Ruling on Google Adtech
A federal judge ruled Google would not be forced to break up its adtech stack despite finding illegal monopolies in ad exchange and publisher ad server markets.
Google's Remedies
Google received small orders to connect AdX and DFP to Prebid, require same terms for bids, limit self-preferencing, and share ad auction data with publishers.
The Trade Desk's Strategy
The Trade Desk built its business as an alternative to Google's closed ad ecosystems, launching identity resolution tools like UID and OpenPath to bypass Google.
UID 2.0 and Cookie Policy
The Trade Desk's UID 2.0 translates user login data into pseudonymized tokens, but Google kept cookies in Chrome, stifling alternative ID solutions.
OpenPath Launch
The Trade Desk launched OpenPath in 2022 to let advertisers transact directly with publishers, cutting fees and latency in ad buying.
OpenPath's Value
OpenPath was designed to be a fairer alternative to Google's ad auction system, but court-ordered changes may reduce its competitive edge.
The Trade Desk's Response
The Trade Desk's CEO Jeff Green criticized Google's post-cookie tools, saying they were inferior to UID 2.0, but Google kept cookies in Chrome.
Google's Cookie Policy
Google decided to keep cookies in Chrome after years of postponing cookie-cutting, weakening The Trade Desk's alternative ID solutions.
Court Impact on OpenPath
Court-ordered remedies require Google to make AdX bids through Prebid on same terms as DFP, potentially reducing OpenPath's value as a transparent alternative.
The Trade Desk's Pitch
The Trade Desk pitched UID and OpenPath as alternatives to Google's walled garden adtech, but Google's actions have weakened their competitive advantage.
Google's Open Web Decline
Google admitted the open web is in rapid decline, shifting focus to AI as its core search product transforms into an AI answer engine.
The Trade Desk's Expansion
The Trade Desk broadened its strategy beyond Google and open web, investing in connected TV and agentic advertising.
What Happens Next
The Trade Desk's alternative ad platform strategy faces challenges as Google's adtech stack remains largely intact, but the industry shifts toward AI-driven solutions.
What matters most
Google keeps its adtech stack intact after federal court ruled against breaking it up, weakening The Trade Desk's alternative ad platform strategy.
