DOJ urges Google to sell ad divisions amid antitrust claims
The American Department of Justice wants Alphabet, the owner of Google, to sell key parts of its online advertising system. The department has filed a request to break up the company, arguing that the firm has monopolized the advertising technology market to the detriment of competition and publishers.
The United States Department of Justice has filed a court request for the forced separation of part of Alphabet’s advertising business, which includes Google.
The department demands that the company sell its key assets—the AdX advertising exchange and the DoubleClick for Publishers (DFP) ad server, which manages campaigns for publishers.
Google refutes the allegations
The request follows the ruling of Judge Leonie Brinkema, which stated that Google has built a monopoly in the advertising technology market, thereby limiting competition and innovation.
The DOJ argues that the firm's dominance led to inflated advertising costs for customers while simultaneously decreasing revenue for publishers, as reported by investing.com.
American authorities want Alphabet to first immediately divest itself of AdX, and then, in subsequent stages, also DFP.
Google rejects the allegations of market position abuse and has announced that it will defend itself against any potential forced breakup.
