The Justice Department (DOJ) has proposed that Google sell off two of its digital advertising businesses to address alleged monopolistic practices. In a court filing, the DOJ argued that Google should divest its Ad Exchange (AdX), an internal ad marketplace connecting advertisers and publishers, as soon as possible. Additionally, Google must undergo a ‘phased divestiture’ of its DFP publisher ad server, used by websites to manage digital ad inventory. This process would be overseen by a court-appointed official, with the DOJ approving potential buyers. The DOJ claims these actions are necessary to dismantle Google’s monopolies, restore competition, and prevent future misconduct. US District Judge Leonie Brinkema has set a September 22 trial date to determine remedies after ruling that Google’s adtech monopolies have harmed customers. Google has contested the DOJ’s proposals, arguing that forced sales may not be legally permissible and could disrupt its business. The company prefers behavioral remedies, such as sharing ad data with competitors. Any breakup could significantly impact Alphabet’s revenue, a large portion of which comes from digital advertising. — new from New York Post
