On Friday, the US government renewed its push to break up Google’s ad technology business after a judge ruled it holds an illegal monopoly. During court proceedings, U.S. lawyer Julia Tarver Wood argued that Google's previous assurances to change behavior are insufficient and stressed the necessity of divestment, particularly in their ad publishing segment. This follows a prior phase where it was established that Google’s ad software predominates the market, limiting publishers' options. The trial's next phase will outline how to rectify the situation per the judge's ruling.
"We have a defendant who has found ways to defy the law, and leaving a recidivist monopolist intact is not appropriate to solve the issue," US government lawyer Julia Tarver Wood stated.
"Behavioral remedies are not sufficient because you can't prevent Google from finding a new way to dominate," emphasized Tarver Wood during the court proceedings.
District Court Judge Leonie Brinkema noted that Google had built an illegal monopoly over ad software and tools used by publishers.
The US government plans to suggest in the trial that Google must divest its ad publisher and exchange operations as part of addressing the monopoly issue.
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