DOJ wants Google to open source its ad auction code, a move aimed at breaking its adtech monopoly and boosting transparency for publishers as the remedies trial approaches.
The US Department of Justice (DOJ) is preparing for a remedies trial in 14 days, continuing the 2023 adtech case in which Google lost. The DOJ has submitted a 60-page Proposed Final Judgement (PFJ), while Google countered with 25 pages. Judge Brinkema will decide whether to adopt the remedies.
The DOJ’s plan includes forcing Google to divest AdX, its ad exchange, and likely DFP, its publisher ad server, to curb vertical monopoly and conflicts of interest. Until divestiture is complete, Google would be prohibited from self-preferencing, tying AdX with DFP, discriminating in routing bids, or reinstating past illegal practices.
A key provision requires Google to deposit 50% of AdX and DFP net revenue into a court-monitored escrow beginning 17 April 2025. These funds would support publishers during the transition and finance a neutral, industry-run open-source ad auction.
Most significantly, the DOJ has proposed that Google open source the code behind its ad auctions. This would provide publishers visibility, transparency, and a foundation for fairer competition in digital advertising.
Digital media expert Jason Kint called the remedies a “major win for the open web” if approved. He noted they would “unwind two illegal Google monopolies, empower better adtech options for publishers, disgorge [Google] to fund a more competitive ecosystem, and end 10+ years of opaque self-dealing auctions.”
Google, however, argues that “the open web is already in rapid decline,” citing the rise of “new enormously popular publishers, such as AI chatbots.” The company supports only the ban on reinstating illegal conduct while rejecting the broader remedies.
The outcome could redefine digital advertising, with open source transparency potentially becoming the backbone of the ecosystem.
