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# Ad tech execs say Google’s light remedy is a warning sign for FTC v. Amazon
- URL: https://www.medianexis.com/ad-tech-execs-say-googles-light-remedy-is-a-warning-sign-for-ftc-v-amazon/
- Published: 2026-09-15T23:17:46.000Z
- Updated: 2026-09-15T23:17:47.000Z
- Description: Judge Brinkema declined to break up Google’s ad tech business, opting for behavioral remedies instead of divestiture.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Allison Schiff, Ad tech execs say Google's light remedy is a warning sign for FTC v. Amazon

**Why it matters.** If the FTC follows Brinkema’s behavioral-remedy playbook against Amazon, publishers and rival ad tech vendors get rules on paper but no structural change to who controls the transaction.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*Allison Schiff*](https://www.medianexis.com/tag/by-allison-schiff/) *·* [*read the original*](https://www.adexchanger.com/platforms/what-the-ftc-can-learn-from-googles-ad-tech-case-as-it-pursues-amazon/?ref=medianexis.com)*.*