Archive · 3 Sep 2026
Google Avoids AdX Sale as Judge Orders Ad Tech Changes
A judge decided that Google does not have to sell its online advertising exchange, called AdX.
The Justice Department wanted the sale because it said Google had acted illegally in digital advertising.
The judge had already found that Google controlled important parts of the advertising system improperly.
Instead of ordering a sale, she approved most rules designed to change how Google operates.
These changes include making some Google advertising tools work with competing platforms.
The court has not yet released the full details of the changes.
The government said Google should not be trusted to run AdX after its past conduct.
Google said separating AdX would be difficult and could hurt customers.
The decision is another setback for officials trying to break up large technology companies.
Judge Leonie Brinkema rejected the US Justice Department’s demand that Google sell its AdX advertising exchange.
The court accepted most proposed behavioral remedies, including changes requiring Google’s ad-tech tools to work with rival platforms.
Brinkema ruled in April 2025 that Google illegally monopolized publisher ad servers and ad exchanges.
The DOJ argued Google could not be trusted to operate AdX, while Google said a sale would be technically difficult and harm customers.
The decision is another setback for US efforts to break up major technology companies, though the DOJ could appeal.
- Who
- Google, the US Department of Justice, a coalition of states, and US District Judge Leonie Brinkema.
- What
- Brinkema rejected the DOJ’s request to force Google to sell AdX and instead ordered most proposed behavioral remedies, including changes to interoperability with rival platforms.
- When
- The ruling was issued on Wednesday; Brinkema’s finding that Google illegally monopolized two advertising-technology markets came in April 2025.
- Where
- The case was decided in federal court in Alexandria, Virginia.
- Why
- The DOJ sought structural relief to address Google’s alleged illegal monopolies and anticompetitive conduct in advertising technology.
US Government and Critics
Google’s Position
Whether AdX should be sold
US Government and Critics
The DOJ argued that Google should be forced to sell AdX because its past conduct showed that it could not be trusted to operate the exchange.
Google’s Position
Google opposed a forced sale, arguing that separating AdX would be technically difficult and could create a long, painful transition that harmed customers.
How to remedy Google’s conduct
US Government and Critics
The DOJ sought a sale of AdX and also asked Google to disclose the auction logic used to determine which ads appear on websites.
Google’s Position
Google argued that the requested sale differed from its previous offer to sell AdX as part of an effort to resolve a European Union antitrust investigation.
Effect of the ruling
US Government and Critics
Critics and antitrust officials said keeping AdX could limit the effectiveness of efforts to reduce Google’s market power, although the DOJ said the court ordered substantial relief.
Google’s Position
Google retained AdX and said the court rejected a proposal to break apart tools that help small businesses reach new customers, while the company must implement behavioral remedies.
- Court
- US District Court in Alexandria, Virginia
- Judge
- Leonie Brinkema
- Asset at issue
- Google’s AdX online advertising exchange
- AdX fee
- Publishers pay Google a 20% fee to sell ads through AdX auctions.
- Earlier finding
- In April 2025, Brinkema ruled that Google illegally monopolized publisher ad servers and ad exchanges.
- Remedies
- Most proposed behavioral remedies were accepted, but the detailed changes remained undisclosed pending release of a redacted decision.
- Digital advertising market
- Global digital advertising spending is estimated at more than $919 billion.
