"While the company had considered breaking off parts of its ad tech business in order to ease antitrust worries, the U.S. Department of Justice (DOJ) is now pushing for much more. According to Jeannie Rhee, an outside lawyer for Google, the DOJ wants a complete technical split and sale of Google's advertising exchange, AdX, which is something that she says goes far beyond what Google ever proposed."
"A key hearing is set to begin soon, where a judge will decide if Google has to sell off parts of its ad business. Google argues that its earlier idea of separating some functions is not at all the same as the DOJ's demand. Currently, Google operates all sides of the ad tech system by helping advertisers buy ads, publishers sell space, and running the exchange that connects them."
"Judge Leonie Brinkema, who is overseeing the case, has allowed the DOJ to present limited evidence about whether a technical separation is even possible. She emphasized that "technical feasibility" is the main issue. Meanwhile, both U.S. and EU authorities believe that Google has unfairly favored its own ad tools over competitors. Indeed, earlier this month, the EU fined the company €3 billion ($3.5 billion)."
Google faces intensified regulatory pressure in the U.S. and EU over dominance in online advertising. The DOJ is seeking a complete technical split and sale of Google's advertising exchange, AdX, exceeding Google's earlier proposals to separate some ad functions. A key hearing will determine whether parts of Google's ad business must be sold. Judge Leonie Brinkema allowed limited evidence on technical feasibility and identified 'technical feasibility' as the central question. Regulators allege Google favored its own ad tools; the EU fined Google €3 billion. The DOJ seeks orders to sell AdX and require compatibility with rival ad platforms.
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