Google Ad Tech Empire Faces DOJ Breakup Order

The U.S. Department of Justice (DOJ) is moving forward with its plan to dismantle Google’s alleged advertising tech monopoly. A trial has been scheduled for September to determine the remedies.

This development follows a previous ruling that Google illegally monopolized critical parts of the online advertising technology sector. The DOJ seeks to force Google to sell off key components of its ad tech operations.

Judge Leonie Brinkema has set a trial date for September 22nd to decide on the remedies. Last month’s ruling found Google unlawfully tied its publisher ad server to its ad exchange, stifling competition.

Goog Enough tweeted “Google used to have 10 results meeting the searcher’s intent. Now, depending on the query, you’re seeing around 4-5 on-target results. Great job, Sundar, in boosting revenue while destroying the product silently.”

The court found that this conduct harmed publishers, competitors, and consumers. However, the ruling narrowed the scope by not finding Google to hold a monopoly over advertiser-facing tools.

The DOJ proposes a phased approach, starting with Google providing real-time bidding data to rival publisher ad servers. Ultimately, the government wants Google to divest its ad exchange and publisher ad server businesses.

DOJ attorney Julia Tarver Wood stated, “Leaving Google with 90 percent of publishers dependent on them is, frankly, too dangerous.”

Google is strongly opposing the breakup plan. Karen Dunn, Google’s lead attorney, called the forced divestiture “very likely completely impossible” and warned of “serious complications,” including the loss of privacy and security protections.

Google has proposed behavioral remedies instead, such as sharing limited ad data and ending anticompetitive pricing practices.

Lee-Anne Mulholland, Google’s vice president of regulatory affairs, said the DOJ’s proposals “go well beyond the Court’s findings, have no basis in law, and would harm publishers and advertisers.” She confirmed Google’s intent to appeal the ruling.

This trial follows similar antitrust challenges Google faces regarding its search business and Chrome browser ownership. Judge Amit Mehta is expected to rule on remedies in the search case by August.

These legal battles could lead to significant changes for Google and the broader digital economy.