The Ledger #8: Google's Ad Tech Ruling, and a TikTok Bid

Google ad tech ruling news dominates this fortnight's roundup, alongside a bid that puts an ad-tech company in the running for one of the industry's most-watched divestitures.

Judge Brinkema rules against Google

Judge Leonie Brinkema ruled this week that Google illegally monopolised the publisher ad server and ad exchange markets, a decision that follows last year's trial in the Justice Department's ad tech case. A remedies phase now follows, which could range from behavioural conditions to structural changes, and will take months to resolve rather than weeks. What it means for buyers: nothing changes in how Google's ad tech stack operates today, but the direction of the remedies phase is worth tracking over the coming quarters, since any structural remedy would eventually touch how publisher inventory reaches demand-side platforms.

Niantic cuts 68 roles ahead of the Scopely close

Niantic laid off 68 staff this month as it prepares to close its previously announced sale of its games business to Scopely. What it means for buyers: expect some turnover in the teams a UA function has historically worked with on Niantic's location-based titles during the transition; confirm account continuity directly rather than assuming existing relationships carry over unchanged.

AppLovin bids for TikTok's US operations

AppLovin has submitted a bid for TikTok's US operations as the platform's forced divestiture process continues. What it means for buyers: a successful bid would be a major structural shift for an ad-tech company already running one of the largest mobile ad networks, though the divestiture process has multiple bidders and no resolution timeline yet. Treat this as a story to track, not a near-term change to plan around.

Vector's migration keeps moving

Unity's Vector ad model continues its phased rollout announced at GDC, with more advertisers migrating off the legacy Grow stack this month. What it means for buyers: if a migration date has not been confirmed for existing campaigns, this is the fortnight to chase it down.