"The lawsuit is Google's second such test this year after the California-based tech juggernaut saw a similar government demand to split up its empire shot down by a judge earlier this month. 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. Monday's trial is set to determine what penalties and changes Google must implement to undo its monopoly."
"According to filings, the US government will argue that Google should spin off its ad publisher and exchange operations. The DOJ will also ask that after the divestitures are complete, Google be banned from operating an ad exchange for 10 years. Google will argue that the divestiture demands go far beyond the court's findings, are technically unfeasible, and would be harmful to the market and smaller businesses."
""We've said from the start that DOJ's case misunderstands how digital advertising works and ignores how the landscape has dramatically evolved, with increasing competition and new entrants," said Lee-Anne Mulholland, Google's Vice President of Regulatory Affairs."
U.S. Department of Justice seeks to break up Google's ad technology business, asking a court to order divestiture of ad publisher and exchange operations and a 10-year ban on operating an ad exchange. A federal judge previously found that Google maintained an illegal grip on the ad tech market. The trial will determine remedies, penalties, and required changes to undo the monopoly. Google contends the requested divestitures exceed the court’s findings, are technically infeasible, and would harm the market and smaller businesses. The European Commission recently fined Google €2.95 billion for control of the ad tech market.
Read at US AFPNews
Unable to calculate read time
Collection
[
|
...
]