"The U.S. Department of Justice and a coalition of states are seeking to make Google sell its ad exchange, AdX, where online publishers pay Google a 20% fee to sell ads in auctions that happen instantly when users load websites. The government also seeks to require Google to make the mechanism that decides the winner of those auctions open source."
"Alphabet's Google will seek to avoid a forced sale of part of its online advertising business in its latest face-off with U.S. antitrust enforcers at a trial starting on Monday in Alexandria, Virginia. The trial is the government's next best shot at curbing what a judge has ruled is Google's monopoly power, after losing a separate bid to make Google sell its Chrome browser earlier this month. Online publishers and rival ad tech developers, some of whom have separately sued Google for damages,"
A trial in Alexandria, Virginia will determine remedies after a judge ruled Google holds unlawful monopolies in web advertising technology. The DOJ and a coalition of states seek to force Google to sell its ad exchange AdX and require the auction winner-selection mechanism to be open source. AdX charges online publishers a 20% fee and runs instant auctions when users load websites. Google argues the DOJ plan is technically unworkable and would create prolonged uncertainty. Google previously offered to sell AdX during EU antitrust negotiations, and internal studies about that potential sale may appear as evidence. The case is part of a broader U.S. bipartisan crackdown on big tech.
Read at Fast Company
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