The US Department of Justice has proposed drastic measures against Google to combat its advertising monopoly. This includes forcing the tech giant to sell parts of its lucrative ad business, specifically the Ad Exchange and the DoubleClick for Publishers platform. The DOJ's plan responds to a judge's ruling that Google's practices violate antitrust laws by limiting competition and harming customers. While Google intends to appeal the ruling, the proposed remedies could significantly alter its business landscape, impacting how advertising services are delivered across the internet.
The DOJ proposes a phased divestiture of Google's Ad Manager, reflecting the ruling that Google forced customers into using AdX.
Google is seeking targeted changes to its practices instead of divesting key business segments, claiming the original ruling is flawed.
The DOJ emphasizes the need for immediate changes in Google's ad exchange operations, preventing them from monopolistic control for 10 years.
Both the DOJ and Google filed requests regarding how to address the court's antitrust ruling, with differing visions for remedy.
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