"According to filings, the US government will argue that Google should spin off its ad publisher and exchange operations. The DOJ will also ask that after the divestitures are complete, Google be banned from operating an ad exchange for 10 years. Google will argue that the divestiture demands go far beyond the court's findings, are technically unfeasible, and would be harmful to the market and smaller businesses."
"'We've said from the start that DOJ's case misunderstands how digital advertising works and ignores how the landscape has dramatically evolved, with increasing competition and new entrants,' said Lee-Anne Mulholland, Google's Vice President of Regulatory Affairs. In a similar case in Europe, the European Commission, the EU's antitrust enforcer, earlier this month fined Google 2.95 billion euros ($3.47 billion) over its control of the ad tech market."
US government lawyers ask a federal judge to order the breakup of Google's ad technology 'stack', targeting publisher tools and advertiser systems. A prior ruling found Google maintained an illegal grip on the ad tech market. The DOJ seeks divestiture of Google's ad publisher and exchange operations and a 10-year ban on operating an ad exchange after divestitures. Google contends the remedies exceed the court's findings, are technically unfeasible, and would harm the market and smaller businesses. The European Commission fined Google €2.95 billion and ordered behavioral changes in a separate enforcement action. The remedy phase is expected to last about a week.
Read at Yahoo News
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