The U.S. Department of Justice is seeking a federal judge's order to compel Google to divest its AdX digital advertising exchange and the DoubleClick for Publishers (DFP) platform. This action follows a ruling by Judge Leonie Brinkema deeming Google's advertising practices as violating federal competition laws. The DOJ has proposed a three-phase plan aimed at restoring competition in the digital ad space by reducing switching costs and ultimately breaking up key parts of Google's monopoly, including a ten-year ban on Google operating any ad exchange post-divestiture.
The U.S. Department of Justice is taking steps to address Google's monopoly in the adtech sector by seeking the divestiture of AdX and DFP.
The DOJ's remedies aim to enhance competition in digital advertising, allowing third-party servers to access Google's auction logic and real-time data.
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