The U.S. Department of Justice is actively pursuing a potential breakup of Google's advertising technology business, claiming it maintains an unlawful monopoly in digital advertising. The remedies phase of the trial is set to start soon. In response, Google is expected to take several actions to appease regulators, including enhancing interoperability with third-party vendors, loosening data sharing restrictions, and improving auction transparency. Additionally, Google may consider unbundling components of its ad stack to prevent enforced structural changes, while promoting initiatives like Privacy Sandbox.
The U.S. Department of Justice is pursuing a potential breakup of Google's advertising technology business, alleging it holds an unlawful monopoly over the digital advertising supply chain.
Sources indicate that this could take the form of several strategic measures aimed at appeasing regulators and mitigating the severity of any enforced structural changes.
Google is likely to enhance interoperability with third-party ad tech vendors, including offering broader API access, loosening restrictions on data sharing and improving transparency in auction dynamics.
Additionally, Google will most likely explore unbundling certain components of its ad stack voluntarily or propose behavioral remedies to pre-empt a forced divestiture.
Collection
[
|
...
]