Brussels said only a breakup would fix Google’s ad tech. The judge who agreed on liability has just declined to order one.
THE SO WHAT
Structural remedies for ad tech power are diverging by jurisdiction—US courts are signaling behavioral fixes and monitoring, while Brussels is still holding the breakup card. If you rely on Google’s stack, plan for a world where EU-specific constraints or unbundling create a different ad market than the US over the next few years.
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