Google faces DOJ’s request to sell key ad platforms
Google’s advertising tech faces a potential breakup as the DOJ files to sell key platforms, alleging monopolistic practices that stifle competition in the online ad market.
The US Department of Justice (DOJ) has moved to break up Google’s advertising technology business after a federal judge ruled that the company holds illegal monopolies across two markets.
The DOJ is seeking the sale of Google’s AdX digital advertising marketplace and its DFP platform, which helps publishers manage their ad inventory.
It follows a ruling in April by Federal Judge Leonie Brinkema, who found that Google’s dominance in the online advertising market violated antitrust laws.
AdX and DFP were key acquisitions for Google, particularly the purchase of DoubleClick in 2008 for $3.1 billion. The DOJ argues that Google used monopolistic tactics, such as acquisitions and customer lock-ins, to control the ad tech market and stifle competition.
In response, Google has disputed the DOJ’s move, claiming the proposed sale of its advertising tools exceeds the court’s findings and could harm publishers and advertisers.
The DOJ’s latest filing also comes amid a separate legal action over Google’s Chrome browser, and the company is facing additional scrutiny in the UK for its dominance in the online search market.
The UK’s Competition and Markets Authority (CMA) has found that Google engaged in anti-competitive practices in open-display advertising technology.
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