Google Facing Breakup of Ad Business as DOJ Recommends Divestiture After Antitrust Ruling

The United States Justice Department wants Google to marque large changes to its advertisement concern successful bid to reconstruct competition, with the authorities suggesting that Google divest some Ad Exchange (AdX) and Ad Manager (often referred to arsenic DFP).


The DoJ made the proposal successful an updated filing submitted arsenic portion of its ongoing antitrust combat with Google. Last month, Google was recovered to person an illegal monopoly successful online advertising, manipulating the marketplace to origin harm to advertisers, publishers, and consumers. The tribunal is present mulling remedies to curb Google's behavior, and it is considering suggestions from the DoJ.

AdX is Google's advertisement speech marketplace wherever advertisers tin acquisition advertisement abstraction from publishers successful real-time done auctions, portion DFP is an advertisement absorption level that publishers tin usage for advertisement inventory management, selling, scheduling, and managing advertisement inventory. The DoJ wants Google to merchantability disconnected AdX close away, and bash a phased divestiture of DFP.

The DoJ besides suggests that Google's AdWords merchandise should woody with each third-party advertisement tech tools connected non-discriminatory presumption for bidding, matching, and placement of ads, and that Google should beryllium prohibited from preferentially routing buyside request from AdWords to immoderate arsenic speech oregon steadfast advertisement server. Google whitethorn besides beryllium required to stock cardinal advertisement server information and prohibited from utilizing information gathered from Google Search, Gmail, and different Google properties to measure integer advertisement inventory connected third-party tools and websites.

Google is besides facing disconnected with the Department of Justice implicit search, arsenic the institution was recovered to person an online hunt monopoly arsenic well. Google could beryllium forced to merchantability disconnected the Chrome browser and make large changes to information sharing that would interaction Google Search's marketplace dominance.
This article, "Google Facing Breakup of Ad Business arsenic DOJ Recommends Divestiture After Antitrust Ruling" archetypal appeared connected MacRumors.com

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