Google should be forced to sell two separate digital advertising businesses, the Department of Justice argued in a court after a federal judgment ruled last month that the Big Tech giant operates an illegal technology monopoly.
Feds said Google should be required “as soon as possible” to sell advertising, or adx, its internal advertising market that connects advertisers with publishers, according to a late Monday appearance at the Federal Court of Virginia.
Google, led by CEO Sundar Pichai, should also be ordered to develop a “phase deviation” of its DFP publisher server, which is used by websites to maintain and manage their digital advertising inventory, Argued.
The process must be supervised by a court official and allows to approve or reject potential buyers
“This comprehensive group of remedies … It is necessary to interrupt Google monopolies, denial of Google fruits of its violations, restore competition in advertising and publisher markets and guards from future renewal,” the presentation said.
US District Judge Leonie Brinkema has set a court date on September 22 to consider remedies after the decision last month that two separate Google monopolies “significantly damaged” customers.
The detailed proposal came after the lawyers wanted it signaled during a hearing last week that they would ask for Brinkema to order a split.
At that time, federal lawyer Julia Tarver Wood said a forced sale is likely to last several years to complete.
Doj also said Google should be required to open other advertising products to work with third -party tools “with non -discrimination conditions regarding offers, matching, advertising or providing information, except in the expressed instructions of an ad.
The judge will have the final word on what steps Google should implement to address his illegal behavior.
Anydo sharing can destroy the most lucrative part of Google’s business. Its parent company Alphabet generated about $ 350 billion in the 2024 fiscal revenue, a large proportion of digital advertising.
Google has already pledged to appeal the case and argued in a court of its own that the remedies to love were very extreme. Company lawyers claim that a forced sale may not even be allowed by law.
“Doj is looking for legal remedies that go beyond the close court ruling forcing a Google advertising manager,” said LEE-Anne Mulholland’s vice president in a blog post.
“This would risk breaking a tool that advertisers use to connect with publishers and efficiency achieve their customers, and that applications and video publishers use to earn their content,” Mulholland added.
Google has expressed support for the remedies of the behavior, such as sharing the relevant advertising data with rivals.
Pichai’s company also faces a possible open case in another case, after US District Judge Ait Mehta decided to have an illegal monopoly on online search.
In a particular test of the current remedies that is currently developing, Doj has asked Mehta to force Google to sell his browser online chrome and share data with rivals. Mehta is expected to make a final decision in that case until August.
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