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The DOJ seeks to dismantle Google’s dominance in the ad exchange and publisher server sectors, citing anti-competitive integration of its platforms.
In a landmark decision, a U.S. federal judge has ruled that Google unlawfully maintained its dominance in key segments of the digital advertising market, marking a significant development in the ongoing Google antitrust case. The ruling stems from a lawsuit led by the Department of Justice (DOJ) vs Google, which argued that the tech giant used anti-competitive tactics to secure its position as a leader in the Google ad tech ecosystem.
The court found that Google’s integration of AdX, its digital ad exchange, and DoubleClick for Publishers (DFP), its ad delivery platform for publishers, created an illegal monopoly. As a result, the DOJ is calling for the ad tech business breakup, demanding the divestiture of both AdX and DFP. According to the DOJ, the bundling of these services coerced publishers into using both tools to avoid revenue loss, effectively stifling competition and innovation.
To further ensure fair play, the DOJ has proposed that Google be barred from operating any ad exchange for 10 years following the divestment. The decision sets a precedent in the tech industry and underscores growing scrutiny over monopolistic practices by major tech firms. The U.S. judge ordering Google's breakup could reshape the digital advertising landscape and restore competitive balance in a space long dominated by a single player.
The court found that Google’s integration of AdX, its digital ad exchange, and DoubleClick for Publishers (DFP), its ad delivery platform for publishers, created an illegal monopoly. As a result, the DOJ is calling for the ad tech business breakup, demanding the divestiture of both AdX and DFP. According to the DOJ, the bundling of these services coerced publishers into using both tools to avoid revenue loss, effectively stifling competition and innovation.
To further ensure fair play, the DOJ has proposed that Google be barred from operating any ad exchange for 10 years following the divestment. The decision sets a precedent in the tech industry and underscores growing scrutiny over monopolistic practices by major tech firms. The U.S. judge ordering Google's breakup could reshape the digital advertising landscape and restore competitive balance in a space long dominated by a single player.
According to the DOJ filing, the agency also directed Google to open its ad-buying tools, including AdWords, to work with all third-party ad tech platforms "on non-discriminatory terms" for bidding, placement, and access to data, unless otherwise specified by an advertiser.
Speaking to media, Lee-Anne Mulholland, Google’s Vice President of Regulatory Affairs said, "The DOJ’s additional proposals to force a divestiture of our ad tech tools go well beyond the Court’s findings, have no basis in law, and would harm publishers and advertisers." said. She added that Google’s own proposed remedies, including opening AdX to third-party ad servers and appointing an independent compliance observer, adequately address the court’s liability ruling.
Speaking to media, Lee-Anne Mulholland, Google’s Vice President of Regulatory Affairs said, "The DOJ’s additional proposals to force a divestiture of our ad tech tools go well beyond the Court’s findings, have no basis in law, and would harm publishers and advertisers." said. She added that Google’s own proposed remedies, including opening AdX to third-party ad servers and appointing an independent compliance observer, adequately address the court’s liability ruling.
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