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ARTICLE · 25 AUGUST 2026

DOJ Signals Increased Antitrust Scrutiny of Algorithmic Pricing in Willow Bridge Decision

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Federal regulators and courts are intensifying scrutiny of algorithmic pricing tools, with the DOJ's recent action against Willow Bridge Property Company and RealPage marking a significant escalation in antitrust enforcement.

United StatesAntitrust/Competition Law
Ashley (Lee) McMahon
Ashley (Lee) McMahon
Isabella Ordorica
Isabella Ordorica

What You Need to Know

  • Key takeaway #1

    The DOJ found that businesses opted into collusion by their adoption and use of a third-party algorithmic pricing tool. Willow Bridge used RealPage’s revenue management product to help set rental prices for the properties it manages and/or owns. The DOJ maintains there is no need for evidence of any backroom deal or direct communication between competitors for Sherman Act violations.

  • Key takeaway #2

    The Proposed Final Judgment restricts Willow Bridge’s use not only of third-party pricing tools, but also its own proprietary revenue management products. Revenue management products that Willow Bridge owns or licenses cannot use nonpublic data of a third party or another Willow Bridge property.

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