{"id":22807,"date":"2025-05-02T17:52:02","date_gmt":"2025-05-02T17:52:02","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/justice-dept-lawyers-say-us-wants-to-break-up-googles-ad-technology\/"},"modified":"2025-05-02T17:52:02","modified_gmt":"2025-05-02T17:52:02","slug":"justice-dept-lawyers-say-us-wants-to-break-up-googles-ad-technology","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/justice-dept-lawyers-say-us-wants-to-break-up-googles-ad-technology\/","title":{"rendered":"Justice Dept. Lawyers Say US Wants to Break Up Google\u2019s Ad Technology"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div data-testid=\"companionColumn-0\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The Justice Department laid out its road map on Friday to break up <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/04\/17\/technology\/google-ad-tech-antitrust-ruling.html\" title=\"\">Google\u2019s advertising technology empire<\/a>, which would be the second request to force the sale of pieces of its business within a year. <\/p>\n<p class=\"css-at9mc1 evys1bk0\">The government\u2019s comments came during a hearing convened by <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/11\/25\/technology\/google-antitrust-leonie-brinkema.html\" title=\"\">Judge Leonie M. Brinkema<\/a> of the U.S. District Court for the Eastern District of Virginia, who <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/interactive\/2025\/04\/17\/technology\/google-ads-antitrust-ruling.html\" title=\"\">ruled last month<\/a> that Google had a monopoly over some portions of a sprawling system that places ads on websites. She now has to decide what measures, known as remedies, she should take to resolve her concerns.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">A lawyer for the Justice Department said the government expected to ask the court to force Google to divest tools used by online publishers to sell ad space, as well as the technology that connects those publishers with advertisers looking to buy space. In <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2023\/01\/24\/technology\/google-ads-lawsuit.html\" title=\"\">the original lawsuit<\/a>, the government had asked the court to force Google to sell ad technology it had acquired over the years.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">To leave Google with \u201c90 percent of publishers beholden to them is, frankly, too dangerous,\u201d said Julia Tarver Wood, the government\u2019s lead lawyer in the case.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-1\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Google\u2019s lawyers said a breakup wouldn\u2019t align with earlier legal precedent and would imperil privacy and security protections.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The Justice Department\u2019s request is the latest legal blow to Google, which is also in the midst of a second hearing on how to remedy its <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/08\/05\/technology\/google-antitrust-ruling.html\" title=\"\">monopoly over search<\/a> in a federal court in Washington. In that case, the government has asked a judge to force the company to sell its popular browser, Chrome, along with other measures.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Combined, the two government requests \u2014 if granted \u2014 would likely represent the biggest <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/04\/18\/technology\/google-antitrust-losses-history.html\" title=\"\">reshaping of a powerful company<\/a> by the federal government since the 1980s, when AT&amp;T split into multiple companies as part of an antitrust settlement with the Justice Department.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">It remains to be seen if the judges will force a breakup, <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/04\/15\/technology\/antitrust-structure-deals-challenge.html\" title=\"\">viewed among antitrust experts<\/a> as the most extreme solution.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In the ad tech case, which was filed in 2023, government lawyers argued that Google had dominated the mostly invisible technology that delivers ads to websites around the internet. That system runs an auction for open ad space on a website, like a news publisher\u2019s, in real time as the page loads.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-2\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">The government argued that Google had illegally monopolized three parts of that system: tools that websites used to post their open ad space, tools used by advertisers to purchase it and the software that connected the two sides of each transaction.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Judge Brinkema ruled last month that Google had broken the law to protect its monopoly over the publisher tools and the software that connects buyers with sellers of ad space, known as an ad exchange. The government did not prove Google was a monopolist when it came to the tools used by advertisers, she added.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">At Friday\u2019s hearing, Judge Brinkema said she would convene a hearing to determine the remedies in September.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">To resolve its concerns, the Justice Department said it planned to ask the judge to force Google to sell its ad exchange, which facilitates transactions between buyers and sellers of ad space.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The government will also seek the breakup of Google\u2019s publisher ad tools by spinning off a portion of them that run auctions for ad space, making its underlying coding open to the public. Later, the government wants Google to sell the tools that handle other functions for publishers, like record keeping.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-3\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Google\u2019s lead lawyer, Karen Dunn, said the plan would not comply with legal precedent. Even if the court seriously considered breaking up Google\u2019s ad technology business, the government\u2019s proposal would be challenging, she added.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Few buyers would exist for the technology, and the ones that could afford it are \u201cenormous tech companies,\u201d Ms. Dunn added. Plus, important security and privacy protections provided by Google would disappear.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIt is very likely completely impossible, what they\u2019re talking about,\u201d she said, without causing serious problems.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Google has instead proposed that the court require the company to change or abandon some of the practices the government said it used to cement its power, and said it would take steps to open up its ad auction bidding system in ways that would benefit publishers.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2025\/05\/02\/technology\/google-advertising-technology-hearing.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Justice Department laid out its road map on Friday to break up Google\u2019s advertising technology empire, which would be<\/p>\n","protected":false},"author":1,"featured_media":22808,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[451,228,1216,6727,123,154,392,117,6728,450,395],"class_list":["post-22807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-acquisitions-and-divestitures","tag-advertising-and-marketing","tag-antitrust-laws-and-competition-issues","tag-brinkema","tag-computers-and-the-internet","tag-decisions-and-verdicts","tag-google-inc","tag-justice-department","tag-leonie-m","tag-mergers","tag-online-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Justice Dept. 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