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Google’s in hot water once again, as the US Department of Justice (DOJ) proposes big changes to break up its advertising dominance. They want Google to sell two key ad products to boost competition in the digital ad market.
This move comes after a ruling found Google guilty of abusing its monopoly power. The DOJ recommends divesting its ad exchange, AdX, along with part of DoubleClick, which manages ads for websites. Plus, they want Google to stay away from running an ad exchange for ten years after selling AdX.
The aim? To stop Google from funneling publishers into its own services, which has allegedly hurt revenue for publishers and hurt competition. They want Google to open up its ad tools, including AdWords, so third-party tech firms can compete fairly, with transparent terms.
While Google defends itself, claiming these remedies are unnecessary and could harm publishers, the DOJ insists that these bold steps are needed to end Google’s market grip, reintroduce fair competition, and prevent future monopolistic practices.
Google’s response? They’ve put forward their own plan, making AdX available for real-time bidding and subject to independent oversight for three years. The battle continues as regulators aim to curb the tech giant’s relentless dominance, with other antitrust cases also looming over Chrome and search markets.
