DOJ Seeks Google Ad Tech Breakup After Ruling Finds Illegal Monopoly Tactics

The U.S. Department of Justice is pursuing a breakup of Google's advertising technology operations, according to TechSpot. A federal judge has scheduled a trial for September 22nd to consider remedies after ruling Google illegally maintained its monopoly by tying its publisher ad server with its ad exchange. The DOJ seeks a multi-year divestiture process forcing Google to sell its ad exchange and publisher ad server, arguing 90% of publishers rely on Google’s systems. Google opposes the plan, calling it “impossible” and proposing behavioral fixes instead, including ending certain pricing practices and appointing a court monitor. Judge Brinkema expressed skepticism about these alternatives. The trial could result in sweeping structural reforms and adds to mounting legal pressure on Google, which also faces antitrust scrutiny in its search and app store businesses.