Google is set to face a significant trial in September as U.S. antitrust enforcers push for the company to sell off parts of its advertising technology business. The trial, scheduled by U.S. District Judge Leonie Brinkema in Alexandria, Virginia, comes after concerns regarding Google’s dominance over tools used by online publishers to sell ads.
The U.S. Department of Justice (DOJ) is aiming to force Google to divest its ad exchange and publisher ad server business, a process that could span several years. DOJ attorney Julia Tarver Wood emphasized that such a sale is necessary to restore competition. On the other hand, Google’s lawyer, Karen Dunn, opposed the move, arguing that behavioral remedies, such as allowing competitors to participate in real-time bidding, would be a more suitable solution. Dunn further stated that forcing Google to sell parts of its business would harm internet users and likely result in a lack of interested buyers.
The case revolves around publisher ad servers, which websites use to manage and store digital ad inventory. These platforms, along with ad exchanges, are integral for news publishers and online content providers to monetize their websites through ads.
Earlier this year, Judge Brinkema ruled that Google unlawfully tied its ad exchange to its ad server, enacting policies that were anticompetitive and harmful to publishers and internet users. Google had previously explored selling its ad exchange to address European antitrust concerns, but the trial in the U.S. will determine the broader outcome for the company’s advertising practices.
Source: Swifteradio.com
