Wire · regulatory
Google loses the ad monopoly case, but keeps the monopoly
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Fusion42 · 3 September 2026 · Fusion42 review
The US federal judge ruled that Google illegally monopolized parts of the ad-tech market but opted for behavioural restrictions rather than breaking up the company. These new rules aim to increase competition in programmatic advertising by restricting Google's preferential practices, while Google keeps control of the core ad infrastructure.
This Wire brief sits within Fusion42's coverage of Advertising Tech, and 13 sources have reported it between 2 Sep 2026 and 3 Sep 2026.
◆ ◆ The Wire takeaway
You now face a subtly changed US ad-tech market where Google’s grip loosens but doesn’t break. If you build tools for publishers or advertisers, focus this week on how your tech can exploit the new fairness in auction data and pricing control.
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13 sources · first reported 2 Sep 2026 · latest 3 Sep 2026
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