US court rules Google will not have to sell ad exchange after losing antitrust case
摘要
美国联邦法官裁定，谷歌无需出售其在线广告交易平台（原AdX）。美国司法部在此前谷歌败诉的反垄断案中寻求该补救措施，但最终未获支持。法院虽认定谷歌非法锁定发布商使用其交易平台，但未认可其针对广告商工具的行为违法。分析认为，尽管该交易平台仅占谷歌营收较小部分，强制出售可能对其广告业务产生连锁反应，而这一结果也削弱了对大型科技公司的警示信号。
A US federal judge has sided with Google, ruling that the company will not have to sell its online advertising exchange (previously known as AdX). The US Department of Justice (DOJ) sought this remedy in the long-running ad tech antitrust trial, which Google lost in 2025. However, the remedies imposed upon Google for that loss are shaping up to be minimal.
In this case, the DOJ and a coalition of states sought to prove that Google leveraged its immense market power in online display ads to reduce the reach of competitors. Government lawyers argued that Google had "rigged" ad auctions to give itself an advantage. While the court agreed that Google illegally locked publishers into using its exchange, it did not agree that Google had broken the law when it came to the tools used by advertisers.
Despite the mixed ruling, the DOJ argued during the remedy phase that forcing Google to sell its ad exchange, which facilitates connections between ad buyers and sellers, was the best way to level the playing field. But that won't happen. While the ad exchange represents a relatively small part of Google's revenue, forcing the company to sell may have sent ripple effects through the rest of its ad business. It would also have been a powerful message to Big Tech firms, which have successfully knocked back a recent wave of antitrust cases.
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