The US Department of Justice has confirmed its plans to break up Google’s advertising technology business, intensifying the ongoing antitrust battle. The DOJ seeks a court order requiring Google to divest key components of its ad tech operations, including its ad exchange and publisher ad server, to restore competition in the digital advertising market. This move follows a ruling last month that found Google guilty of illegally monopolizing critical segments of online ad tech by tying its publisher ad server with its ad exchange. Judge Leonie Brinkema emphasized that this practice harmed publishers, competitors, and consumers by restricting competition. The DOJ proposes a phased approach, starting with Google providing real-time bidding data access to rival ad servers, eventually leading to the sale of its ad exchange and publisher ad server businesses. Google opposes the breakup, arguing that the DOJ’s demands exceed the court’s findings and lack legal basis. Instead, Google suggests behavioral remedies such as sharing limited ad data and ending certain pricing practices. The trial is set for September 22. — new from TechSpot
