"The DOJ’s 2023 complaint alleges that Google’s Network Bidding Agreement with Facebook—widely referred to as Jedi Blue—gave Facebook preferential Open Bidding terms and was designed to move Facebook demand away from rival header-bidding auctions."
The DOJ complaint alleges that Google and Facebook entered a September 2018 Network Bidding Agreement under which Facebook received unique terms, including no last look and direct remittance to publishers, while committing to minimum Open Bidding spend and receiving incentives to shift spend away from alternative header-bidding avenues. The complaint also quotes Google's internal strategy to move Facebook's demand off header bidding and weaken the header-bidding model. This is strong evidence that Jedi Blue was materially connected to efforts affecting header-bidding competition, but it remains an allegation in a complaint rather than a final adjudicated finding.
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