The US government has requested that Google’s highly profitable ad technology business be broken up, following a ruling by a judge that the tech giant holds an illegal monopoly. This marks the second such request by the US government, which is also seeking the divestment of Google’s Chrome browser in a separate case concerning its search engine business. During a hearing in Virginia, US government lawyer Julia Tarver Wood argued that leaving Google intact would not adequately address the monopoly concerns. The US government specifically accused Google of dominating the market for publishing banner ads on websites, impacting creators and small news providers. The trial’s second phase, scheduled for September, will focus on how to reform the ad market according to the judge’s ruling. District court judge Leonie Brinkema agreed that Google had built an illegal monopoly over ad software and tools used by publishers but partially dismissed claims related to advertiser tools. The US government plans to recommend that Google spin off its ad publisher and exchange operations, arguing that behavioral remedies alone are insufficient. Google countered by suggesting it would commit to sharing information with advertisers and publishers on its ad tech platforms, acknowledging trust issues and agreeing to monitoring. However, the judge rejected Google’s argument against divestment and urged both sides to consider mediation for a cost-effective resolution.
— new from The Guardian
