The U.S. Department of Justice is calling for Google to divest its advertising products, specifically AdX and DoubleClick for Publishers, to enhance competition in the ad tech market. This proposal follows a recent court ruling that found Google guilty of maintaining monopoly power in the digital advertising space. The DOJ's detailed filing aims to end Google's monopolistic practices by requiring the company to open its ad-buying tools to third-party platforms under non-discriminatory terms and to abstain from running an ad exchange for ten years after the sale of AdX. Google has pushed back, claiming the proposed measures would harm industry stakeholders.
This comprehensive set of remedies-including divestiture of Google's unlawfully obtained monopolies and the products that were the principal instruments of Google's illegal scheme-is necessary to terminate Google's monopolies, deny Google the fruits of its violations, reintroduce competition into the ad exchange and publisher ad server markets, and guard against reoccurrence in the future.
The DOJ conceded Google's proposed ad tech remedy fully addresses the Court's decision on liability. The DOJ's additional proposals to force a divestiture of our ad tech tools go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers.
Collection
[
|
...
]