US Seeks Breakup Of Google’s Ad Business In Antitrust Trial
Google is facing a fresh legal battle in the United States as federal lawyers push a judge to order the breakup of the tech giant’s advertising business.
The case, which opened on Monday, centres on Google’s ad technology tools — the systems used by publishers to sell ads and by advertisers to buy them.
Earlier this year, Judge Leonie Brinkema ruled that Google illegally dominated the ad tech market, paving the way for this remedy phase.
According to filings, the Department of Justice (DOJ) will ask the court to force Google to spin off its ad publisher and exchange operations, and to ban the company from running an ad exchange for 10 years after the divestment.
Google has rejected the proposal, insisting that it goes beyond the court’s findings and would damage the market.
“We’ve said from the start that DOJ’s case misunderstands how digital advertising works and ignores how the landscape has dramatically evolved, with increasing competition and new entrants,” said Lee-Anne Mulholland, Google’s Vice President of Regulatory Affairs.
The trial comes shortly after another judge refused a similar government request for Google to divest its Chrome browser, ruling instead that the company must share data with rivals.
That case, also brought by the DOJ, found Google guilty of maintaining a monopoly in online search.
Meanwhile, the European Commission fined Google €2.95 billion ($3.47 billion) earlier this month over its ad tech dominance, but critics say Brussels went too soft after previously suggesting a breakup might be required.
Judge Brinkema has signalled she will closely weigh the outcome of the Chrome ruling when deciding on the remedies in this ad tech case.
The trial is expected to last about a week, with closing arguments scheduled for later.
The proceedings form part of a broader US government campaign against major tech firms, with at least five active antitrust cases targeting the industry.
Titilope Adako is a talented and intrepid journalist, dedicated to shedding light on the untold stories of Osun State and Nigeria. Through incisive reporting, she tackles a broad spectrum of topics, from politics and social justice to culture and entertainment, with a commitment to accuracy, empathy, and inspiring positive change.
