May 6, 2025  |  SIGN UP

Ronan Shields
SENIOR REPORTER, AD TECH

The remedies phase of the DOJ’s antitrust case against Google is set to begin on September 22, 2025, and is scheduled to run for several weeks.

The DOJ is pushing for a full structural breakup of Google’s ad tech stack, arguing that behavioral remedies are insufficient to curb its dominance. Its proposal includes forcing Google to give rivals access to AdX bidding data, open-sourcing its DFP auction logic, and divesting both DFP and AdX under court supervision — with Google barred from running an ad exchange for 10 years.

Google, meanwhile, favors less disruptive changes like ending Unified Pricing Rules and offering data access through Prebid. It argues these are sufficient to address competition concerns, while a breakup would be harmful and legally unjustified.

While once unlikely, structural remedies are gaining traction, with industry leaders suggesting they are the most viable path to restoring competition in the ad tech market.

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