3C Responds to Release of Remedies Following Ruling in Google Adtech Case

WASHINGTON (Sept. 17, 2026) — Connected Commerce Council (3C) Executive Director Rob Retzlaff released the following statement in response to the remedies released by U.S. District Judge Leonie M. Brinkema in the wake of the Court’s Sept. 2 ruling in the Google Adtech remedies trial.

“The court’s decision to reject a highly disruptive breakup of Google’s Adtech platform is a win for millions of small businesses that use digital ads to reach customers, compete, and grow.  

“Google’s affordable, effective digital ads allow small businesses to compete with bigger companies that have much larger marketing budgets. As the behavioral remedies are implemented, it’s crucial that the Department of Justice and State Attorneys General avoid degrading ad performance, raising costs, or adding new complexities that make it harder for small businesses to grow and succeed.

“3C urges regulatory officials to recognize the value digital advertising provides and ensure that implementation of these remedies supports — rather than undermines — America’s small businesses.”