US looking to break up Google's advertising business
02/05/2025 | Financial Times
Following a landmark antitrust ruling last month, the US Department of Justice (DoJ) has told a federal judge about its intention to force Google's parent company, Alphabet, to divest significant parts of its digital advertising business, claiming that these constitute an unlawful monopoly. In a court filing on Friday, the DoJ confirmed that the only viable solution to dismantle Google's market dominance is through the forced sale of its ad exchange, the primary marketplace for online ad space bidding, and its publisher ad server business, the technology used by online publishers to manage and sell advertisements on their websites. In addition, the DoJ proposed that Google should be required to share real-time advertising bidding data with its competitors. US District Judge Leonie Brinkema in Virginia has scheduled a trial for 22 September to consider these proposals and Google's counterarguments.
Google responded, stating that it would be willing to share real-time ad exchange data but not to sell parts of its business.
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