The U.S. Department of Justice has proposed that Google divest its advertising marketplace, AdX, and ad server, DFP, following a court's ruling of illegal market dominance. A trial date has been set for September. The DOJ argues that these divestitures are crucial for dismantling Google's monopolies and encouraging competition within the online advertising sector. Google contends that the DOJ's proposals exceed the court's findings and argue for behavioral remedies instead. This follows a previous offer from Google to sell AdX to resolve EU antitrust issues, which was rejected by publishers.
"The DOJ's additional proposals to force a divestiture of our ad tech tools go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers," Lee-Anne Mulholland, Google's vice president of Regulatory Affairs.
"The proposed remedies, including divestitures, are necessary to end Google's monopolies and restore competition in the ad-exchange and publisher ad-server markets," said the DOJ.
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