Google keeps ad exchange; programmatic rails unchanged

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What happened

A US federal judge ruled in September 2026 that Google does not have to sell AdX, its online advertising exchange, despite the DOJ winning the underlying antitrust case against Google in 2025. The court found that Google acted illegally by using its market power in online display advertising to reduce competitor reach. However, the judge rejected the DOJ's requested structural remedy of a forced divestiture. Conduct-based remedies are still expected, though the specifics have not yet been confirmed.

Why it matters

For iGaming media buyers in the Philippines and across APAC, AdX is a central piece of programmatic infrastructure. It connects demand-side platforms to publisher inventory across display and video. A forced sale would have introduced counterparty uncertainty, potential pricing disruption, and platform fragmentation during any transition period. That risk is now off the table in the near term.

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Sources: Tavily

About the supporter of this brief

WOMO is a network of 4,000+ affiliates and micro-influencers across Southeast Asia, built by Digirockstars. It connects iGaming, fintech and tech brands with local partners who reach the players and users they want.

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