EU Digital Markets Act Enforcement: Six Months In, What Has Actually Changed for AdTech?

A regulatory analysis assessing the concrete changes in the European digital advertising ecosystem six months into active DMA enforcement, examining how Google, Meta, and Apple have restructured their ad products for EU compliance and whether the changes have meaningfully benefited independent AdTech competitors. The piece interviews European publishers, DSPs, and privacy regulators to assess whether interoperability requirements are working as intended. It concludes that structural remedies have been more impactful than behavioral requirements.

A regulatory analysis assessing the concrete changes in the European digital advertising ecosystem six months into active DMA enforcement, examining how Google, Meta, and Apple have restructured their ad products for EU compliance and whether the changes have meaningfully benefited independent AdTech competitors. The piece interviews European publishers, DSPs, and privacy regulators to assess whether interoperability requirements are working as intended. It concludes that structural remedies have been more impactful than behavioral requirements.