Category: In the News

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The upfront seems set for one of those up-and-down cycles. The annual TV and streaming advertising haggle has had a rash of rollercoaster years recently — 2020 and 2022 in particular — that provide a guide of sorts for how the 2025 upfront market may go.

Donald Trump’s tariffs have put the economy on edge just as TV networks, streaming services, advertisers and agencies are set to negotiate their year-long commitments — which has called into question ad buyers’ interest in making those commitments. That’s not to say that advertisers are likely to sit out of this year’s upfront market en masse, but they will look to amass a greater degree of flexibility in their upfront commitments and could push the upfront sellers to a breaking point.

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Now that September is locked in for Google’s showdown with the Department of Justice over how to dismantle its grip on online ad sales, it’s time to dissect how each side thinks the monopoly should be undone.

The proposals for the remedies phase of the adtech trial were mapped out on Monday in written filings. These come days after they were outlined to U.S. Judge Leonie Brinkema, who last month ruled that Google had unlawfully monopolized the systems that power how information is monopolized online.

What does the Justice Department want?

The DOJ wants to strip Google of the advantages it gained through years of consolidation. The government’s proposal involves breaking the monopoly’s dominance through a three-phase structural remedy. First, level the playing field by forcing Google to give competing ad exchanges and servers real-time access to AdX bidding data through Prebid. Next, a second phase would involve requiring Google to open-source its auction logic — the brains behind its DFP ad server. The third phase would involve full divestiture of both DFP and AdX, with both being put under supervision of a court-appointed trustee and the DOJ getting approval of the ultimate buyers.

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