Court orders Google to open its ad-tech systems to rivals

A federal court's remedies for Google's ad-tech monopoly bar the company from enforcing contracts that tie its AdX exchange to its publisher ad server and from favoring its own products in auctions. The provisions apply globally and require Google to integrate with third-party ad servers and the open-source Prebid auction system. Google Ads demand must also bid fairly into rival sell-side platforms, although the order leaves Google's DV360 buying platform untouched. The remedies cover open-web display advertising, excluding areas such as connected television, audio, retail media and curated deals.