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Google's Ad Empire Faces Court Showdown
21 Nov
Summary
- Google confronts U.S. government's latest attempt to break up its ad empire.
- A judge will decide on remedies for Google's illegal monopoly in ad technology.
- The DOJ seeks to force Google to sell parts of its ad tech system.
Google faces a critical legal battle on Friday as the U.S. government makes its latest attempt to break up its vast digital advertising empire. A federal judge, Leonie Brinkema, previously determined that significant portions of Google's ad technology operated as an illegal monopoly. This has led to a new trial phase focused on determining appropriate remedies for these anti-competitive practices.
The Department of Justice is advocating for a drastic measure: forcing Google to divest parts of its ad technology business, which has been built over two decades. Prosecutors have labeled the company a "recidivist monopolist," citing both ad tech and previous search engine monopoly issues. The DOJ seeks a structural breakup, arguing it's the only way to curb Google's behavior.
Google, however, contends that dismantling its complex ad system, which handles 55 million requests per second, poses significant risks to consumers and the market. The company argues that its proposed internal reforms will enhance transparency and competition, also citing the rapid advancements in artificial intelligence as a reason for caution. The judge's final ruling is anticipated early next year.
