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Teads Sues Google, Alleges 6.88 Trillion Lost Ad Impressions

Ad Tribe Editorial1 min read
A courtroom gavel beside a digital advertising exchange interface, representing the Teads v Google lawsuit

Teads has sued Google and Alphabet Inc. in the US District Court for the Southern District of New York, filing an 85-page antitrust complaint on 3 August.

  • Core allegation: Google's integration of its Google Ads buying platform with its AdX exchange disadvantaged rival exchanges
  • Also cited: Google's "First Look" and "Last Look" auction mechanisms, and alleged bid-manipulation practices tied to "Project Bernanke" despite Google's claims of discontinuation
  • Numbers: Teads says the practices cost rival exchanges 6.88 trillion ad impressions between 2017 and 2023
  • Relief sought: Treble and punitive damages, plus a court order to stop the alleged practices

Fifth Supply-Side Lawsuit Against Google In A Year

The suit follows an April 2025 federal ruling in the Eastern District of Virginia that found Google engaged in unlawful and anti-competitive practices in digital advertising technology markets, and marks the fifth supply-side platform lawsuit against Google within a year. Responding to the complaint, Google said customers "selected its tools because of their effectiveness, affordability and ease of use."

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#AdTech Antitrust#Competition Commission of India#Google#Teads
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