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Google faces court battle over breakup of ad tech business

  • This week, the U.S. Department of Justice began a remedies trial in Virginia aimed at implementing structural changes to Google’s advertising technology operations.
  • In April, Judge Leonie Brinkema ruled that Google unlawfully monopolized the digital advertising technology sector by linking its AdX platform with its DFP ad-serving system for publishers.
  • The government proposes measures like open-sourcing auction code, real-time bid data sharing, and ending Google’s ‘First Look’ advantage to restore competition.
  • Google opposes drastic remedies, arguing such steps are technically unworkable and could harm publishers and advertisers amid evolving market dynamics and AI-driven competition.
  • Judge Brinkema’s upcoming ruling will determine whether Google must divest parts of its ad stack, with any breakup likely leading to a lengthy appeals process.
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ResearchBuzz: Firehose | Individual posts from ResearchBuzz broke the news in on Sunday, September 21, 2025.
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