In April, a US District Court affirmed that Google holds a monopoly in the open-web digital ad market, igniting a dispute between the tech giant and the US Justice Department (DOJ). The DOJ is pushing for the sale of Google's Ad Exchange (AdX) and Google Ad Manager, claiming they stifle competition. Although Google contests these claims and intends to appeal the ruling, it has suggested alternatives that would still allow competition, including enabling rival ad servers to bid on AdX in real-time. The tension highlights conflicting viewpoints on managing Google's market power in digital advertising.
In contrast, the DOJ is seeking remedies that go significantly beyond the Court's narrow ruling by forcing a divestiture of Google Ad Manager.
The DOJ claims that both platforms minimize competition and contribute to Google's monopoly in the advertising space.
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