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Ad-tech Products: U.S. Calls To Break Up Google’s Ad Business
The U.S. Department of Justice is planning for Google to separate two of its ad-tech products to regain competitiveness in the ad-tech domain. The proposal came into existence after the judge discovered an illegal monopoly in the digital ad space last month.
Summary:
1. To restore its competitiveness in the digital ad market, the US Department of Justice proposes to split apart two of Google’s ad-tech businesses, Publisher Ad-Server and AdX.
2. The suggested actions, including denying Google of its ad-tech tools, are essential for breaking Google’s monopoly and resuming the old pace in the ad-exchange and publisher ad-server markets.
3. Lee-Anne Mulholland, Google’s vice president of Regulatory Affairs, attacked the DOJ’s further suggestions, claiming they go beyond the Court’s conclusions, lack a legal basis, and will affect publishers and advertisers.
U.S. department of justice is planning that Google separate two of its ad-tech products to regain the competitiveness in the ad-tech domain. The proposal came in existence after the judge discovered an illegal monopoly in the digital ad space last month.
The justice department filing states that Google should call off its ad-exchange products AdX, attaching with the
The judge gave the September trial on Friday, after hearing from Google and the department of justice on possible remedies for the company’s influence in ad-tech products used by online publishers.
The justice department said that the proposed solutions, including depriving, are crucial to end Google’s monopoly and restore the old pace in the ad-exchange and publisher ad-server markets.
While Google said the company has supported behavioral solutions such as making live-bids available for our rivals, the solicitors can not legally chase a bid and force it to sell parts of its business.
The DOJ’s additional proposals to deprive us of our ad tech tools go well beyond the Court’s findings, have no legal basis, and would harm publishers and advertisers,” Google’s vice president of Regulatory Affairs, Lee-Anne Mulholland, said in a statement.
What are Ad-tech Products?
AdX, or Ad Exchange, is a platform where publishers can make unsold ad space accessible to advertisers for purchase in real time. Publisher ad servers are platforms used by websites to store and manage digital ad content.
Along with ad exchanges, the technology allows news publishers and other online content producers to earn money by selling advertisements.
Last year, Google took a major move toward ending an EU antitrust inquiry by offering to sell AdX, but European publishers rejected the plan as unsatisfactory.
Google replied by suggesting that it adhere to a binding agreement to share information with advertisers and publishers via its ad tech platforms. Google lawyer Karen Dunn did, however, admit the “trust issues” identified in the case and stated that the corporation would accept monitoring to ensure any commitments made to satisfy the judge. Google is also saying that calls for sale are inappropriate in this case, which Brinkema quickly dismissed.
The judge asked both sides to mediate, emphasizing that reaching an amicable agreement would be less expensive and more efficient than conducting a week-long trial.
