The upcoming legal battle between the DOJ and Google focuses on dismantling Google's monopoly in online ad sales. The DOJ proposes significant structural changes, including granting competing ad exchanges access to bidding data, open-sourcing Google’s auction logic, and ultimately selling off the ad server. This approach is seen as necessary due to Google's history of bending rules. In contrast, Google advocates for less drastic measures, primarily providing competitors real-time access to its ad exchange data without undergoing a complete breakup.
Google's proposal emphasizes sharing real-time access to its ad exchange data with competitors, arguing that this step suffices without requiring a breakup.
The DOJ argues that merely regulating behavior won't sufficiently address Google's monopolistic practices, advocating for significant structural changes to ensure competition.
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