A federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next fileA federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next fileA federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next fileA federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next fileA federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next fileA federal court found Google's ad exchange took an average cut of about 20% on the ads sold through its auctions, for over a decade, while rival exchanges often charged closer to 10%. Google also ran the tool websites use to sell their ad space and tools advertisers use to buy it. The full case file, from the court record: how one ad gets sold, what Google owned, what the court found, and why Google still owns all of it.
AdX's average cut of each ad sale, for over a decade, the court found.
OPINION OF 17 APR 2025, PP. 76 TO 79what rival exchanges often charged, the court found.
OPINION OF 17 APR 2025, P. 77Google's share of publisher ad servers worldwide, 2022, by ads served.
OPINION OF 17 APR 2025, P. 73What the record is. Chapters on the market and the ruling come from the court's memorandum opinion of 17 April 2025, after a three-week bench trial. The 20% is AdX's overall average take rate; it varied ad by ad. The 2016 email is one manager's internal email shown at trial, not Google's position. The remedy of 2 September 2026 is as reported by the news outlets listed; we did not read the remedies opinion.
| Number | What it is | Where |
|---|---|---|
| 20% | AdX's overall average take rate on open-web display | Op. pp. 35, 76 to 77 |
| 15% to 25% | How the take rate varied, ad by ad | Op. pp. 35 to 36 |
| 10% | What rival exchanges often charged | Op. p. 77 |
| 6 of 3,815 | Largest publisher customers that got a discount | Op. p. 77 |
| 91% | Publisher ad server share, worldwide, 2022 | Op. p. 73 |
Open the documents above. Every number in the video points to its page.
Subscribe for the next file
