A federal judge has ruled that Alphabet’s Google illegally dominated two markets for online advertising technology. U.S. District Judge Leonie Brinkema in Alexandria, Virginia, determined that Google unlawfully monopolized the markets for publisher ad servers and ad exchanges. However, antitrust enforcers did not prove that Google monopolized advertiser ad networks, according to the judge’s ruling. This decision could allow prosecutors to argue for a potential breakup of Google’s advertising products. The U.S. Department of Justice has suggested that Google should sell off its Google Ad Manager, which includes the company’s publisher ad server and ad exchange. Google may now face two different U.S. courts ordering it to sell assets or change its business practices. A trial is scheduled next week in Washington regarding the DOJ’s request to make Google sell its Chrome browser and take other measures to end its dominance in online search. Google previously considered selling its ad exchange to satisfy European antitrust regulators, as reported by Reuters in September. The judge oversaw a three-week trial last year on claims brought by the DOJ and a coalition of states. Prosecutors argued that Google used classic monopoly tactics, such as eliminating competitors through acquisitions and locking customers into its products. Google countered that the case focused on outdated practices and ignored competition from companies like Amazon.com and Comcast.
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