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.
177 Articles
177 Articles
Google’s digital ads empire faces potential breakup as antitrust remedy trial kicks off
Google is once again facing the possibility of a forced breakup as closely-watched hearings on how to tackle its monopoly over digital advertising technology kicked off in Virginia federal court on Monday.
Google seeks to hold on to ad tech business after avoiding search breakup
Google made the case Monday to a Virginia judge that it should be permitted to hold on to several key portions of its advertising technology ecosystem, just weeks after avoiding a breakup of its online search business. The tech giant is in court yet again, as the Department of Justice (DOJ) argues the company should…
Google's ad business faces breakup in new antitrust trial
Washington: After deflecting the US Justice Department’s attack on its illegal monopoly in online search, Google is facing another attempt to dismantle its internet empire in a trial focused on its abusive tactics in digital advertising. The trial scheduled to begin Monday in an Alexandria, Virginia, federal court will revolve around the harmful conduct that resulted in US District Judge Leonie Brinkema declaring parts of Google’s digital advert…
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