Google should be forced to sell two separate digital advertising businesses, the Department of Justice argued in a court after a federal judge ruled last month that the Big Tech giant operates an illegal technology monopoly.
Feds said Google should be required “as soon as possible” to sell advertising, or adx, its internal advertising market that connects advertisers with publishers, according to a file late in the Federal Court of Virginia.
Google, led by CEO Sundar Pichai, should also be ordered to develop a “phase deviation” of his DFP publisher server, which is used by websites to maintain and manage their digital advertising inventory, Doj argued.
The process must be overseen by a court designated by the court and allowing it to approve or reject potential buyers
“This comprehensive group of legal remedies … It is necessary to interrupt Google monopolies, denied Google fruits of its violations, restoring competition in advertising and publisher markets and guard against future redefinition,” the presentation said.
US District Judge Leonie Brinkema has set a court date on September 22 to consider remedies after the decision last month that two separate Google monopolies “significantly damaged” customers.
The detailed proposal came after the lawyers wanted it signaled during a hearing last week that they would ask for Brinkema to order a split.
At that time, federal lawyer Julia Tarver Wood said a forced sale is likely to last several years to complete.
Doj also said Google should be required to open other advertising products to work with third -party tools “with non -discriminatory terms regarding offers, matching, advertising or providing information, except in the expressed instructions of an ad.”
The judge will have the final word on what steps Google should implement to address his illegal behavior.
Anydo sharing can destroy the most lucrative part of Google’s business. Its parent company Alphabet generated about $ 350 billion in the 2024 fiscal revenue, a large proportion of digital advertising.
Google has already pledged to appeal the case and argued in a court presented to its own that the remedies were very extreme. Company lawyers claim that a forced sale may not even be allowed by law.
“Doj is looking for legal remedies that go beyond the close court ruling by forcing a Google Advertising manager’s shift,” said Google Lee-Anne Mulholland regulatory issues in a blog post.
“This would risk breaking a tool that advertisers use to connect with publishers and achieve their customers efficiently, and that applications and video publishers use to make money for their content,” Mulholland added.
Google has expressed support for the remedies of the behavior, such as sharing the relevant advertising data with rivals.
Pichai’s company also faces a possible shift in another case wants after US District Judge Ait Mehta decided to have an illegal monopoly on online search.
In a particular test of the current remedies that is currently developing, Doj has asked Mehta to force Google to sell his browser online chrome and share data with rivals. Mehta is expected to make a final decision in that case until August.
#Doj #requires #forced #division #Google #Digital #advertising #businesses #finish #monopole
Image Source : nypost.com