Ad tech antitrust trial begins as Google seeks to avoid breakup

"The goal is to increase competition among ad tech platforms and reduce Google's influence over publisher revenues. The government has argued that the current system grants Google advertisers preferential access to auctions, limiting opportunities for competitors and potentially harming publishers. Officials have noted that if proposed remedies do not restore competition within four years, Google could also be required to sell its publisher ad server, a platform used to store and manage digital ad inventory."

"Alphabet's Google is facing a U.S. antitrust trial in Alexandria, Virginia, that could determine whether the company must sell part of its online advertising business. The Department of Justice (DOJ) and a coalition of states are seeking to limit Google's control over its ad exchange, AdX, which facilitates automated online advertising auctions for publishers. Judge Leonie Brinkema, who will preside over the trial, has previously ruled that Google holds unlawful monopolies in web advertising technology."

"In response, Google has argued that selling AdX would be technically unworkable and create prolonged uncertainty for advertisers and publishers. Instead, the company has proposed changes to its policies that would make it easier for publishers to use alternative ad platforms. Google has cited previous court decisions in other jurisdictions, including a recent case in Washington, D.C., where a judge rejected most DOJ proposals related to Google's online search business, suggesting a more measured approach."

U.S. antitrust authorities and a coalition of states are pursuing a trial to determine whether Google must divest part of its online advertising operations. The DOJ and state attorneys general seek a sale of Google's AdX ad exchange and want the auction mechanism made open source to boost competition and reduce Google's influence over publisher revenues. Officials say that if proposed remedies do not restore competition within four years, a sale of Google's publisher ad server could be imposed. Google says divesting AdX is technically unworkable and instead proposes policy changes to help publishers use alternative ad platforms.

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