"For years, the tech industry has complained that Google's stranglehold on the digital advertising market is illegal. This past spring, some validation for those companies as U.S. District Judge Leonie Brinkema ruled the Alphabet-owned company's digital advertising technology is an illegal monopoly. Today, the remedies phase of the Department of Justice's antitrust case begins, and Google will argue it should not be forced to sell a part of its online advertising business."
"The DOJ's case against Google's ad tech is the latest effort to rein in tech, they say, that has gotten too big. earlier this year, a court found Google's search business is also an illegal monopoly, but decided Google will not have to sell the Chrome browser. As the latest courtroom fight between the government and Google kicks off today, we ask what should happen to Google's ad tech business, and what impact could a breakup have on other big tech companies?"
Tech industry concerns about Google's dominance in digital advertising have been reinforced by a U.S. District Court ruling that the company's ad technology constitutes an illegal monopoly. The Department of Justice has entered the remedies phase of its antitrust case, with Google set to argue against being forced to sell portions of its online advertising operations. A separate court earlier found Google's search business an illegal monopoly but declined to force the sale of the Chrome browser. The outcome of the remedies phase could reshape ad tech, influence broader antitrust enforcement, and affect other large technology companies.
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