Remedies vs reality: Publishers weigh what Google’s ad tech break up could really deliver

Google could be forced to shed AdX and hand publishers long-awaited settlements. Still, many fear it won’t matter: AI Overviews is hollowing out traffic so quickly that remedies may land after the industry has already bled out.

That frustration reflects the squeeze they’re under. 

Google’s AI Overviews is the latest blow to referral traffic and ad revenues, intensifying just as the Department of Justice’s ad-tech antitrust trial inches toward remedies. Publishers are watching the outcome of the remedies phase with a mix of bitter curiosity and grim resignation. Content to see some form of recompense, but cynical that any remedy will occur in time to repair the damage currently being done by declining referral traffic. 

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