"'The law requires the court to put its thumb on the scale' and end Google's 'profound and persistent harms' to potential rivals, said DOJ lawyer Julia Tarver Wood in her opening arguments. Specifically, the DOJ is asking that Google relinquish its dominating ad exchange operations, the software where publishers sell their ad inventory to advertisers and ad agencies through a real-time bidding auction system."
"Monday's case focuses specifically on Google's ad tech "stack" -- the tools that website publishers use to sell ads and that advertisers use to buy them. In a landmark decision earlier this year, Federal Judge Leonie Brinkema agreed with the US Department of Justice (DOJ) that Google maintained an illegal grip on this market. This week's trial is set to determine what penalties and changes Google must implement to undo its monopoly."
US government lawyers asked a federal judge to order a breakup of Google's ad technology business, seeking a spin-off, changes to business practices, and prolonged court supervision. The case centers on Google's ad tech 'stack', the tools publishers use to sell ads and advertisers use to buy them. A prior judge found that Google maintained an illegal grip on the ad tech market. The DOJ requests that Google relinquish its dominant ad exchange operations and face oversight to prevent anti-competitive conduct. Google characterized the DOJ's proposals as radical, reckless, and requiring caution. The trial will determine penalties and structural remedies.
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