"Late Friday evening, Google filed its proposed remedies to its ad tech monopoly to District Court Judge Leonie Brinkema, and, unsurprisingly, they're rather mild - and very different from what the Department of Justice is looking for. Google's filing sketches out a set of light penalties that would, if anything, represent a natural set of ongoing changes that are already happening."
"For example, Google, like a snake shedding its skin, would agree to pull back from ad serving specifically in the open web display ad market, which has already been shrinking within Google for three consecutive years. The details In its filing, Google is quick to point out that Judge Brinkema only found Google guilty of exercising a monopoly over two ad tech categories: the open web display publisher ad server market and an open web display ad exchange market."
""Nothing in this Final Judgment applies to AdSense, AdMob, Google Ads, DV360, or any other Google advertising technology tool besides Google Ad Manager, or applies to any inventory other than Open Web Display Inventory," writes Google's counsel, who also calls for no divestitures. The DOJ doesn't feel so limited. One of the first remedies it calls for is Google's "obligation to divest AdX.""
Google filed proposed remedies that are modest and narrowly targeted to the open web display ad market after a court found a monopoly in two ad tech categories. Google limits the proposed Final Judgment to Google Ad Manager and Open Web Display Inventory and requests no divestitures. Google plans to reduce ad serving in the shrinking open web display market. The Department of Justice seeks broader remedies, including an obligation to divest AdX and potentially divesting remaining DoubleClick for Publishers if other remedies fail to cure the monopoly.
Read at AdExchanger
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