A recent ruling has deemed Google's ad tech business a monopoly, raising questions about potential remedies for its anticompetitive practices. While increased competition could benefit publishers and non-Google ad tech providers, there are concerns about the immediate impacts on ad payouts and the potential loss of free ad server access for publishers. As the situation evolves, optimism about regulatory changes exists, but actual remedies may take time to materialize.

Google faces potential remedies for its ad tech monopoly after being found guilty in April. During a recent court hearing, the DOJ proposed both a forced divestiture of Google Ad Manager and a behavioral remedy to allow competitors access to bidding data, while Google offered to share real-time bid information and eliminate unified pricing rules. The next phase of the trial is set to begin on September 22, as both parties prepare their proposals for the court.