The Justice Department has filed a court request to compel Google to divest two key digital advertising businesses: Ad Exchange (AdX) and DFP publisher ad server, following a ruling that deemed its monopolistic practices illegal. The DOJ argues that these measures are essential for restoring competition in the ad tech market. A trial is scheduled for September 22 to determine remedies, with the DOJ advocating for court supervision during the divestiture process, which may take years. Importantly, proposed reforms also aim to enhance transparency and access for third-party advertisers.
"This comprehensive set of remedies...is necessary to terminate Google's monopolies, deny Google the fruits of its violations, reintroduce competition into the ad exchange and publisher ad server markets."
"The DOJ also said that Google should be required to open up its other ad products to work with third-party tools on non-discriminatory terms with respect to bidding, matching, placement of ads, or provision of information."
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