The U.S. Justice Department is pushing to break up parts of Googleâs ad technology, filing a motion to force the company to divest its AdX business and DFP ad platform. This action follows a judge's ruling that deemed Googleâs ad practices as monopolistic and harmful to competition. The government seeks a decade-long ban on Googleâs operation of a digital ad exchange. Google is expected to counter this proposal vigorously, asserting that it would disrupt the digital advertising ecosystem and harm various stakeholders throughout the industry.
The Justice Department is aiming to dismantle Googleâs digital ad network, arguing it abuses market power to stifle competition and harm online publishers.
Google opposes the effort, warning that dismantling its ad tech would lead to economic chaos, harming advertisers, publishers, and internet users.
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