The U.S. Department of Justice has called for Google to divest its advertising products, AdX and DoubleClick for Publishers, following a ruling that the company illegally maintained a monopoly in the tech advertising sector. The ruling found that Google engaged in anticompetitive behavior which harmed both competitors and consumers. Google contested the sale, arguing that it would take many years to create equivalent competing services, potentially destabilizing the current advertising landscape. The legal dispute continues amid concerns over the impact on advertisers and publishers in the marketplace.
"Plaintiffs have proven that Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising."
"By the time the new versions are created, the place and competitiveness of those tools in the highly dynamic ad tech industry may well be completely different than when divestiture was first ordered."
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