I looked up "header bidding"  and basically it seems to be a way for sellers to auction their space to all potential buyers at once, rather than letting Google be the middle-man and rig the game in its favor... for example, by reserving the last bid in an auction for Google Ad Exchange.
No wonder Google is against it.
This reports on an amended complaint filed Friday 14th January 2022.
"On Friday, Texas et al. filed a third amended complaint [0 PDF] that fills in more blanks and expands the allegations by 69 more pages. The fortified filing adds additional information about previous revelations and extends the scope of concern to cover in-app advertising in greater detail."
"The third amended complaint explains, "Facebook’s Chief Operating Officer [REDACTED] was explicit that '[t]his is a big deal strategically' in an email thread that included Facebook CEO [REDACTED]. When the economic terms had taken their form, the team sent an email addressed directly to CEO: 'We're nearly ready to sign and need your approval to move forward.' Facebook CEO wanted to meet with COO [REDACTED] and his other executives before making a decision."
As the owner of an e-commerce business dependent on online advertising I fear it will be small business that are most adversely affected by the coming changes.
As a side note, this is a problem with ads as a business: since the morality of the very practice is dubious, the companies that sell them aren't expected to behave ethically.
Isn't proof that these players are abusing their market power? Short trial?
Again, this is not news.Besides actual leaks we've had tv shows/movies depicting this phenomenon for at least a decade, and usually mainstream pictures hit the screen when it's already obvious that something was partially true.
There's a lot of pieces involved here, and I wish the political divisions in this country didn't stop people from actually researching the case and forming their own opinion. The outcome of this case will have massive effects and could bring about a lot of changes (both good and bad).