Teads sued Google in the Southern District of New York, arguing that auction practices Google says it shut down are still in use under different rules. The complaint alleges that Last Look, which Google says ended in 2019, lives on through parallel rules applied across publisher inventory, and that the bidding program known as Project Bernanke kept running after Google moved to first-price auctions and is still updated. Teads puts the cost of tying Google Ads to the AdX exchange at 6.88 trillion impressions lost by rivals from 2017 to 2023, though the filing doesn't show its math, and it asks for treble damages. Google called the allegations meritless. Index Exchange, Magnite, OpenX, and PubMatic have all sued since the April 2025 federal ruling against Google in open web advertising.
