The U.S. Justice Department intensifies its efforts to dismantle Google's ad dominance by proposing that the company divest its AdX and DFP technologies following a judge's ruling on antitrust violations. This action builds on prior initiatives aimed at separating Google's Chrome browser from its search engine. Google plans to contest the government's proposal, asserting that divesting these technologies would be impractical due to their reliance on proprietary systems. The challenge underscores the government's broader strategy to tackle monopolistic practices in the tech industry.
The proposed remedy joins a separate federal effort to separate the Chrome browser from its dominant search engine.
Justice Department lawyers argued that U.S. District Judge Leonie Brinkema should punish Google by ordering the company to offload its AdX business and DFP ad platform.
Google said in its own filing Monday that divestiture of AdX and DFP wouldn't be technically feasible because neither piece of technology is capable of working outside of Google's proprietary infrastructure.
The attempt to tear down Google's ad network comes on top of the Justice Department's ongoing effort to have the company part with its popular Chrome browser.
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