DOJ Proposes Breakup of Google's Ad Tech Products to Address Monopoly Claims

The DOJ proposes a significant restructuring of Google's ad tech sector, urging the sale of its AdX exchange and DoubleClick for Publishers to tackle monopoly allegations.

In a late-night filing on Monday, the DOJ requested a federal court to mandate the divestiture of Google's advertising technologies.

Analysis of DOJ's Proposals

Weeks after a ruling from U.S. District Judge Leonie Brinkema, which determined Google had unlawfully maintained monopoly power over ad technologies, this request emerged.

Judge Brinkema stated, “Plaintiffs have proven that Google has willfully engaged in a series of anticompetitive acts...”

Google’s Response

• Google contends that conducting a sale of AdX and DFP is not feasible outside its existing infrastructure.
• The company estimates a new platform would require at least five years to develop.

Lee-Anne Mulhollan, Google's vice president of regulatory affairs, claimed that these proposals exceed the court's directives.

Implications for the Ad Tech Market

As the digital advertising ecosystem evolves, this potential renovation could disrupt how advertisers and publishers interact.

Google insists that it faces competition from major players like Microsoft and Meta, arguing that the market is broader than the DOJ suggests.

Looking Ahead

• The impending courtroom decisions in September will be pivotal.
• Google simultaneously contends with a ruling asserting its monopoly over online search.

The outcome of these hearings will significantly impact the future of digital advertising and competition.