"Alphabet's Google will make its final plea to avoid a breakup of its advertising technology business in a U.S. court on Friday, as the Department of Justice's antitrust case draws to a close. Google has so far come away largely unscathed from a bipartisan government legal crackdown on the dominance of Big Tech - a push that began during the first term of President Donald Trump. But that could change, depending on what U.S. District Court Judge Leonie Brinkema in Alexandria, Virginia, decides."
"Brinkema ruled in April that Google holds two illegal ad tech monopolies, and is now considering what the company must do to restore competition. The DOJ and a coalition of states have asked the judge to make Google sell its ad exchange, AdX, where online publishers pay Google a 20% fee to sell ads in auctions that happen instantly when users load websites."
U.S. District Court Judge Leonie Brinkema found Google holds two illegal ad-technology monopolies and is considering remedies to restore competition. The Department of Justice and a coalition of states seek a forced sale of Google's ad exchange, AdX, which charges publishers a 20% fee to sell ads in instant auctions when users load webpages. DOJ trial attorneys argued that only a divestiture would prevent Google from adopting tactics that harm rivals. Google warned that breakup would be technically complex, create a prolonged transition and harm customers. Closing arguments concluded; Google will appeal and the legal battle is likely to move through prolonged appeals.
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