The Department of Justice (DOJ) is pushing for a breakup of Google’s ad business following a court ruling against the tech giant. U.S. District Judge Leonie Brinkema has scheduled the trial for September 22. The DOJ aims to force Google to sell its ad exchange and publisher ad server, two key components of its advertising operations. While Google won on the issue of ad networks, it lost on other fronts. The government’s proposal includes requiring Google to provide real-time bidding data access to third parties, a move Google opposes as impractical. Google argues that breaking up its ad tech tools lacks legal basis and would harm the industry. Despite Google’s objections, the DOJ insists on divestiture as necessary to restore competition. The case presents an uphill battle for Google, which plans to appeal the verdict but must first navigate the remedies phase. The outcome could significantly impact investor confidence and market dynamics.
— new from Ars Technica
