The reports indicate that the U.S. government may seek a complete breakup of Google following a federal judge's ruling that it monopolized the search market via illegal deals.
A Digiday survey reveals that 35% of respondents believe independent rivals would compete in an 'ad tech scramble' if Google is forced to divest.
Despite the possibility of a breakup, many industry professionals are skeptical about Google offering a voluntary divestiture, with 54% believing it unlikely.
Google intends to challenge the federal ruling as it prepares for a trial that could alter the structure of the $300 billion online advertising market.
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