"Those were some of the analogies witnesses testifying in Google's defense told a federal judge this week as the company mounts its second attempt to stave off a break up. After successfully beating that fate in the Justice Department's Search case, Google made its case to Virginia-based District Court Judge Leonie Brinkema to let it keep its ad tech business intact too."
"A court-ordered sale of Google's ad tech tools could backfire on publishers, the company warned. The DOJ spent the prior week arguing that forcing a sale of Google's AdX exchange and open sourcing part of its DoubleClick for Publishers (DFP) ad server is both technically feasible, and the only way to ensure Google doesn't find new ways to wield its dominance at the expense of publisher customers."
Federal prosecutors urged a court to force the sale of Google's AdX exchange and to open source part of its DoubleClick for Publishers (DFP) ad server, arguing those remedies are technically feasible and the only reliable way to stop Google from finding new methods to wield dominance over publisher customers. Google warned that a court-ordered sale could backfire on publishers and portrayed breakup remedies as dubiously possible and enormously difficult, using analogies like going to Mars or replacing Michael Jordan. Google witnesses argued that surrendering monopoly power is not necessary to restore competition. Judge Leonie Brinkema gave mixed signals during hearings.
Read at The Verge
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