US DOJ Seeks Google Ad Tech Unit Sale in Antitrust Trial

Google is currently facing a significant antitrust trial in the U.S. over its dominance in digital advertising, specifically its control of the ad exchange platform AdX and the publisher ad server. The Department of Justice (DOJ) and several states argue that Google's integration and control over these tools unlawfully restrict competition, with the DOJ pushing for Google to divest its AdX unit and make its auction system open source to enhance transparency. Google opposes these remedies, maintaining that divestiture would harm competition and disrupt the internet economy, proposing instead reforms to increase interoperability with rival platforms. Judge Leonie Brinkema, who previously ruled that Google illegally monopolized advertising technology markets, is now overseeing the remedy phase, hearing testimony from industry stakeholders to decide appropriate actions. The trial is part of a broader U.S. crackdown on Big Tech monopolies, with ongoing cases also targeting Amazon, Meta, and Apple. The outcome will have significant implications for the future structure and fairness of digital advertising markets globally.