US Urges judge to break up Google's dominance in its ads empire | Al Bawaba

"The Department of Justice and a number of U.S. states are suing Google for illegally controlling the online ad market for more than ten years, saying that the tech giant had control over every important part of the system. The lawsuit says that Google runs both the platforms that let websites auction off ad space and the marketplace where people buy and sell ads. This gives Google a lot of power over the demand for ads and their prices."

"Google said the plan was too much government control and that breaking up its advertising ecosystem would hurt the digital economy. The company says that its ad tools make things more efficient and creative, and it says that separating its businesses is not possible from a technical point of view.This is the second big antitrust case against Alphabet this year. A judge turned down a similar request from the Justice Department in September to separate Google's search engine from its other products."

The U.S. Department of Justice and several states have asked a federal judge to break up Google's online advertising business, arguing the company cannot police itself or meaningfully change its conduct. The lawsuit alleges Google controlled every key part of the ad system for more than ten years, running both publisher auction platforms and the marketplace for buyers, which concentrated power over ad demand and prices. The DOJ says breakup would restore competition. Google counters that a forced split would amount to excessive government control, harm the digital economy, and be technically infeasible. The case follows earlier antitrust actions against Alphabet.

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