The clock is ticking on Google’s ad machine

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00:00The clock is ticking on Google's ad machine.

00:03In court this week, Google pleaded,

00:05please don't break us up before Judge Leonie Brinkema.

00:08The DOJ and Google debated dismantling Google's ad tech monopoly after prior rulings.

00:14Google stacked the deck, sold the cards, and also owned the casino.

00:18Now comes the hard part, deciding the punishment.

00:22The DOJ wants Google to sell off AdX, the ad exchange at the center of online ad money.

00:27It may also require selling Google's publisher ad server to reduce dominance.

00:32The forced sale would target Google's publisher ad server, a key revenue system.

00:37Judge Brinkema acknowledged Google will almost certainly appeal any ruling.

00:41If she orders a breakup, enforcement could sit in legal limbo for years during appeals.

00:46Behavioral changes, like new rules for Google's operations, could be implemented far more quickly.

00:52She also acknowledged that time is of the essence, aligning with the government's urgency.

00:56After all, big tech moves fast, and legal cases do not.

01:02That timing problem already haunted the government in its Meta case filed in 2020.

01:06TikTok's rise undercut Meta's argument that it dominates and crushes competition.

01:12So, the DOJ chose the Eastern District of Virginia, the legendary Rocket Docket, to move this Google case fast.

01:19Brinkema's ruling isn't expected until next year, and this isn't just about Google.

01:24It's about whether regulators can curb big tech before markets shift again.

01:29For now, the courtroom drama is on pause while someone in Mountain View waits anxiously online.