The litigation with Proxistore is about their unpaid invoices
Update, March 31, 2026: "This case has always been about Proxistore failing to pay their invoices on time and we’re pleased that the court has recognised this. We will continue our work to help advertisers reach new customers and publishers easily monetize their content and fund their businesses through our ads products.” - Google spokesperson.
Proxistore is a Belgian technology company specializing in local digital advertising. In 2021 they started using our ‘Authorized Buyers’ service, which is an online marketplace where qualified ad companies (like ad networks and demand-side platforms) bid in real-time to buy ad space from publishers who use Google's services.
Ever since, Proxistore has systematically paid their invoices from Google late or not at all. Despite the payment plan we granted to Proxistore (which was not respected), their late payment finally led to the temporary suspension of the 'Authorized Buyers' service on February 1, 2025. We sent several reminders to Proxistore about their overdue payments and the consequences before we took action. Proxistore subsequently used the way we handled the suspension as a pretext to unilaterally initiate legal proceedings to enforce temporary decisions against Google. None of these decisions are final, and no ruling has been issued regarding the substantive merits of the case.
The Authorized Buyers service was restored after due payments were made, but Proxistore again did not pay their invoices, while continuing to make money from advertisers through our ads products. Proxistore is using the current proceedings to elude its payment obligation while avoiding a new suspension. Meanwhile, the company is collecting money from its own customers by using our service.
In short, this dispute should focus on what it is really about: unpaid invoices.
Thousands of companies use our ads products in Europe to scale their business, sell their products or services and monetize their websites. Our priority is, and will always be, to help those companies thrive and succeed.
