"Alphabet Inc.'s Google has spent the past week in Virginia federal court seeking to persuade a judge that selling off its advertising exchange is too risky, technologically difficult and would disrupt the market. Over the past five days, witnesses testifying on Google's behalf said that a forced sale would upset a business worth $15.9 billion in revenue, according to U.S. estimates for 2025 by research firm Emarketer, create ripples of uncertainty across the market, degrade service for the smallest online publishers and scare away potential buyers."
"To remedy the illegal conduct, the Justice Department has proposed that Google be forced to sell off the exchange, AdX, and make public the logic behind how the ad server decides which advertisement to show. If those changes don't resolve competition issues in the market, the Justice Department has requested that Google also be forced to sell off its ad server over time."
Google argued that forcing a sale of its advertising exchange, AdX, would disrupt a business projected at $15.9 billion in 2025 revenue, introduce technological risks, degrade service for the smallest publishers, and deter potential buyers. Judge Leonie Brinkema ruled that Google held illegal monopolies in the ad exchange and publisher-side ad server. The Justice Department proposed forcing sale of AdX and requiring disclosure of ad-server decision logic, with a possible later sale of the ad server if remedies fail. Google proposed integrating with Prebid and rival ad servers and pledged not to re-enable "first look" and "last look" auction mechanics.
Read at Miami Herald
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