Ding-dong, the witch is dead. (Is that reference still kosher in a post-“Wicked” world?)
On Thursday, the ad tech world finally welcomed a verdict in the Department of Justice’s antitrust case against Google – specifically, that the company is guilty of operating a monopoly in the online advertising space.
“Welcomed,” in this case, might be the understatement of the century.
This decision will have wide-reaching implications for the tech industry at large, not just the ad businesses therein.
But in the meantime, it’s only natural to see programmatic veterans letting off a bit of steam in the form of immediate reactions, I-told-you-sos and – most importantly – jokes.
H/T @Jason Kint, @Gavin Dunaway, @Jeff Green, @Ari Paparo, @Stephanie Layser, @Lina Khan and @Senator Elizabeth Warren.
Let’s get serious
First, some room for earnest reflection.
News Corp executive Stephanie Layser, a former News Corp. programmatic monetization leader who testified on Day Two of the antitrust trial back in September, told her LinkedIn network that she considers this decision a “win for media companies and the open web.”
Jeff Green, CEO of the Trade Desk, shared similar sentiments. He also pointed out that an even more disruptive legal decision will happen soon: the remedy phase.
And, hey, why not get lawmakers involved? US Senator and former presidential candidate Elizabeth Warren (D-MA) had some celebratory things to say, too.
Big WIN in the fight to break up Big Tech.
A judge ruled Google broke the law, abusing its monopoly to raise prices and crush competition online.
This victory is the result of years of work to rein in tech companies’ abuses.
— Elizabeth Warren (@elizabeth-warren.bsky.social) April 17, 2025 at 12:18 PM
Similarly, former FTC chair Lina Khan, who was pretty bullish on antitrust regulation during her time in the federal government, called the ruling a “key win for the public.”
Google’s monopolistic tactics squeezed creators & publishers, depriving Americans of a more free and open internet.
This ruling is a key win for the public—and for ensuring that antitrust law keeps pace with 21st-century monopolies.
Many congrats to the DOJ team & state AGs. pic.twitter.com/Srm05SzKzZ
— Lina Khan (@linamkhan) April 17, 2025
Now let’s do a silly one
Digital Context Next CEO Jason Kint has also been waiting a long time to spike this particular football. He tweeted soon after the decision was released that he’s looking forward to Meta now facing similar government scrutiny (and maybe even a similar fate):
Sort of incredible Google has been found to have violated antitrust laws (for third time) in the same morning their formal c-level exec, Sheryl Sandberg, is testifying in a trial for her next company, Meta, allegedly breaking antitrust laws. It was always Facebook and Google.
— Jason Kint (@jason_kint) April 17, 2025
Marketecture CEO Ari Paparo also noticed this bit of poor timing. (For the record, this was probably our own Allison Schiff, and don’t worry, she wrote the news up anyway!)
I just got this OOO from one of the reporters that covers ad tech the closest. Boy are they going to have a lot of texts on Saturday morning. pic.twitter.com/ZEYRhmmUeD
— Ari Paparo (@aripap) April 17, 2025
So … now what?
Despite all the online cheering, The Media Trust Marketing Director (and occasional AdExchanger contributor) Gavin Dunaway is ready for things to get scary before they get solved.
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