The short version

Ari Paparo predicted on October 6, 2024: “If you think about the total cost of a DFP plus an SSP [supply side platform] and also, like I said, that it’s a bigger market, I think that the very possible outcome is that they’re forced to spin out DFP. I think that’s very possible, and it’s also a clean outcome. It’s…

Prediction by

Ari Paparo

On October 6, 2024

“If you think about the total cost of a DFP plus an SSP [supply side platform] and also, like I said, that it’s a bigger market, I think that the very possible outcome is that they’re forced to spin out DFP. I think that’s very possible, and it’s also a clean outcome. It’s not the search trial. It’s hard to figure out what to do with search in this market. It’s quite easy actually to just spin out DFP, the problem is solved. I think it’s very possible that will be the outcome. I would say 75% is my current estimate.”

Follow-up

As of August 31, 2026, there is no public record of Google having announced or implemented a spin-out of DFP / Google Ad Manager or a court/regulator formally ordering such a divestiture as a remedy in the U.S. DOJ ad-tech antitrust case. The predicted outcome has not occurred yet.

From the High Caliber AI network — see the AI for PR module in the course.