DOJ Proposes Major Changes to Google's Ad Tech; Mozilla, Amex Launch New Platforms
Google's ad tech operations have faced scrutiny, with the US Department of Justice (DOJ) proposing significant changes. Mozilla and American Express have meanwhile launched new advertising platforms.
The DOJ's antitrust case against Google concluded its remedy phase on October 3, 2025. Judge Brinkema's final ruling is expected in 2026. Google has argued against a breakup, instead proposing behavioral remedies. The DOJ, however, has suggested sweeping structural changes, including divestiture of Google's ad exchange and making auction code publicly available.
In response to these developments, Mozilla has partnered with Index Exchange to introduce programmatic advertising to its Firefox browser. This new model enables advertisers to access Firefox's New Tab audience through Private Marketplace (PMP) deals. Mozilla aims to enhance audience experience and campaign performance through this new advertising model.
American Express has also entered the advertising arena with Amex Ads, a new platform using first-party data from its 34 million US consumer cardholders. The platform enables brands to purchase display inventory across Amex-owned properties, starting with AmexTravel.com. Meanwhile, language learning app Duolingo has introduced Duolingo Ads, offering premium in-app inventory and custom ad formats through a direct ad sales platform.
The DOJ's case against Google's ad tech operations continues, with a final ruling expected in 2026. Mozilla and American Express have launched new advertising platforms, offering unique opportunities for advertisers. Google, however, maintains that behavioral remedies are sufficient.
