Why Google’s ad business escaped a breakup

Google’s immunity to breakup is starting to feel inevitable.

Another attempt to force one has been written off. That’s despite the world’s largest advertising business being judged to have built that dominance on an illegal monopoly over online advertising. Judge Leonie M. Brinkema, of the U.S. District Court for the Eastern District of Virginia, ruled the company will answer instead through a string of behavioural remedies.

Why she chose that path isn’t public yet. Her written reasoning is sealed for 14 days while both sides check it for anything that shouldn’t be made public. Until it’s released, nobody outside the case knows exactly what Google now has to do.

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Ace Hardware adds weather-triggered programmatic ads to retail media strategy

This story was originally published on sister site, Modern Retail.

Almost one year into its existence, Ace Hardware’s retail media network, RedVest Media, just announced a slate of new features for advertisers as part of an upfront event last week.

The new features include incrementality measurement functions for off-site media; social amplification and influencer marketing capabilities; an advertising partnership with DoorDash; and weather-triggered programmatic advertising, among others. Most are available now to advertisers. A new audience library, allowing brands to target different customer segments, is being built out through next year.

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