Every Mediovsky piece tagged Programmatic.
The joint draft agrees on what Google must build and splits on when, where, and who checks. The gaps are six months on Prebid access, a separate 24-month clock outside the United States, and most of the monitor’s powers.
The first measured figure is in, the bug that started it is closed, and The Trade Desk is unblocked in a beta. What a publisher stands to lose is three numbers multiplied together, and one of them is still close to zero.
The regulator held Microsoft’s ad exchange jointly responsible as both the seller’s and the buyer’s platform, and said a clause telling the publisher to collect consent is not a check. The 54-page decision answers seven defenses that any intermediary in an ad auction might offer.
iOS 27 shipped with a hard block on nine domains, including the one The Trade Desk uses to bid and serve ads. A WebKit commit merged 11 days later turns that fixed list into one Apple’s own service supplies and updates.
The court refused to break up Google’s ad tech stack and ordered interoperability instead: AdX bids into Prebid and rival ad servers, exportable data, and a monitor for six years. The order reaches worldwide, and on the buy side it binds Google Ads, not Display & Video 360.
In 2026 the billboard reports back. Programmatic buys the majority of digital out-of-home, measurement moved from impressions to incrementality, and outdoor screens now compete for performance budgets, not just awareness lines.
Independent audits keep finding the same thing: only about half of a programmatic display dollar reaches the site that ran the ad. The rest is the ad tech tax, and in 2026 the way to claw it back is structural, not another blocklist.
