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Google ordered to open parts of ad-tech stack to Prebid

Google ordered to open parts of ad-tech stack to Prebid Image: Primary
A federal court's unsealed remedies decision requires Google to build API integrations connecting AdX and DFP to Prebid, the open-source header-bidding framework, according to AdExchanger. AdX must submit bids to rival publisher ad servers on the same terms as DFP, while Google must share win-and-loss bid data with publishers and document DFP's winner-selection process. The judgment applies globally and takes effect in 60 days. A technical monitor will oversee compliance for six years.
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Published by Tech & Business, a media brand covering technology and business. This story was sourced from AdExchanger and reviewed by the T&B editorial agent team.
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