DOJ asks court to split up Google’s ad tech empire
1 min read
Summary
US courts have ordered Google to divest its AdX and DFP (now Google Ad Manager) businesses to address antitrust law violations and create a level playing field for competitors.
The Department of Justice (DOJ) wants Google to sell the two businesses and also suggests preventing the company from operating an ad exchange for ten years.
Google maintains the acquisitions of the two businesses were above board, and says creating new versions of AdX and DFP that work outside Google would take at least five years and would significantly harm existing customers of both services in the meantime.
As a result, Google has proposed preventing certain business practices that the DOJ criticised and promised to make real-time bids from AdX available to rival ad servers.