# Google's ad empire stays intact but faces strict rules

> A federal judge ruled Google must stop favoring its own ad tools in auctions, but rejected calls to break up the company.
- Title: Google's ad empire stays intact but faces strict rules
- Summary: A federal judge ruled Google must stop favoring its own ad tools in auctions, but rejected calls to break up the company. Google keeps its advertising…
- Keywords: google, antitrust, adtech, advertising, federal court, monopoly, ad exchange, ad server, remedies, doj, online advertising, business
- Source: Business Insider — https://businessinsider.com/what-googles-adtech-behavioral-remedies-ruling-means-in-plain-english-2026-9
- Author: Lara O'Reilly
- Published: 2026-09-17T12:51:51.036+00:00
- Read time: 2 min
- Topics: google, antitrust, adtech, advertising, federal court, monopoly, ad exchange, ad server, remedies, doj, online advertising, business
## Google keeps its ad empire intact
A federal judge ruled Google won't have to break up its advertising business after finding it illegally monopolized online ad markets. The company operates the ad server publishers use, the buying tools for marketers, and the exchange connecting them.
## No more rigged ad auctions
Google can't give its AdX exchange unfair advantages like First Look or Last Look, which let it bid first or see rival bids before placing its own. These practices made auctions less trustworthy for publishers and advertisers.
## Google must work with Prebid
Google's exchange and ad server must integrate with Prebid, an open-source technology that lets publishers invite multiple exchanges to bid for ad space. Google had resisted this for years, limiting competition.
## Publishers can use AdX without DFP
Publishers can now receive bids from advertisers through AdX without being forced to use Google's DFP ad server. This lets them judge each tool on its own merits rather than as a bundled package.
## Publishers can take their data
Publishers switching to a rival ad server can now take their data with them. This reduces the cost and hassle of switching away from Google's tools, making competition more realistic.
## No punishment for using rivals
Google's AdX can't penalize publishers for using rival adtech, and its DFP ad server can't favor bids just because they came from Google. Both tools must treat competitors fairly.
## Google Ads must optimize fairly
Google's buying tools can prioritize AdX only when it genuinely produces better results for advertisers, not simply because Google owns it. The focus must be on advertiser returns, not internal profit.
## A monitor will watch Google
A court-appointed monitor, paid by Google, will police compliance and can inspect source code, algorithms, documents, and interview employees. This independent oversight is crucial for enforcing complex tech remedies.

> I kind of wish that more judges would appoint independent monitors for complex cases like this, where there will be a million disputes about whether or not Google is complying with the order.
## Key takeaway

Google keeps its advertising business together but loses the ability to give its own services unfair advantages in ad auctions for the next six years.