Judge Brinkema must determine remedies after a court ruled Google a monopoly in April. The witness list for the remedy phase includes publishers, SSPs, ad servers, and The Trade Desk, representing companies harmed by Google's monopolistic practices. Exhibits include code-named projects Project Poirot and Project Grumpy. Proposed remedies range from structural changes, such as spinning off DFP or AdX, to behavioral limits preventing self-preferencing. The DOJ prefers stronger structural remedies while Google will push for weaker behavioral changes. Potential intermediate measures include real-time access to AdX bidding data, opening DFP to outsiders, open-sourcing AdX auction logic, and increasing data transparency.
The witnesses include a mix of representatives from companies harmed by Google's monopolistic practices. There will be publishers, SSPs and ad servers speaking at the trial, along with The Trade Desk, Google's main buy-side rival.
The possible remedies span structural changes (e.g., spinning off its DFP ad server or AdX exchange) and behavioral changes (e.g., Google promising not to favor itself). While Google will argue for weaker behavioral changes, the DOJ will seek stronger structural changes.
'The DOJ is asking for a lot,' Managing Editor Allison Schiff says. 'It's the kitchen sink. But why not?'
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