Ad Tech Briefing: Pragmatism, not idealism, will determine the fate of Google’s ad tech empire

After months of testimony and a final day of unusually pointed questioning, Judge Leonie Brinkema used the closing arguments phase of the U.S. Department of Justice v. Google to give the clearest indication yet of how she is weighing up an appropriate remedy after ruling the defendant a monopolist earlier this year.

After Friday’s proceedings, she has now retired to her chambers to mull over a decision over the coming weeks, but for many, a complete divestiture of Google’s ad exchange or ad server (i.e., the entity formerly known as DoubleClick For Publishers within Google Ad Manager) appears increasingly unlikely.

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