Google’s antitrust loss could reshape ad tech—how industry leaders are responding

Google’s latest antitrust blow sparked celebration among ad tech critics, who saw the ruling as a chance to reshape open web advertising. On Thursday, the tech giant lost part of its second antitrust case, this one having to do with its control of online ad markets, and the response from sectors of the ad community was part relief, since it seemed to corroborate what they have been saying for years—that Google has operated with impunity in programmatic advertising.