By now, the contours of the Division of Justice’s antitrust case in opposition to Google’s advert tech enterprise are properly coated – and deeply advanced. Somewhat than rehash what’s already been parsed to loss of life, right here’s a particular (if not exhaustive) rundown of what’s truly in play because the case strikes into its subsequent chapter.
In
Publishers suing platforms
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Platforms strong-arming publishers
In
Proposing to purchase Google’s advert trade
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Proposing to purchase Google’s browser
In
Writer CEOs publicly rebuking Google
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Writer CEOs privately rebuking Google
In
Cloudflare
Out
AppNexus
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Massive tech breakup cures
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Massive tech behavioral cures
In
Saying the open net is dying
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Saying the open net is evolving
In
Publishers hiring AI negotiators
Out
Publishers hiring platform wranglers
In
Anticipating a world with out Google-owned Adx
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Dreaming of a world with out Google-owned Adx
In
Pragmatic about Google not proudly owning its advert server
Outdoors
Offended over Google proudly owning an advert server
In
U.S. President Donald Trump defending Google
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U.S. President Donald Trump lambasting Google
In
Google proposing to decouple its advert trade from its advert server
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Google proposing to spin out its advert trade from its advert server
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Publishers pointing fingers at Google over site visitors losses
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Publishers pointing fingers at Google over cookie coverage
In
Ready one other a number of years for cures to reach
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Ready a number of years for regulators to reach
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Advert server migration nightmares
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Advert server monopoly nightmares
Out
Backchannel diplomacy
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Courtroom catharsis
In
Escrow accounts FTW
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Writer layoffs FTL
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