Alphabet(US:GOOGL) 智通财经网·2025-05-06 07:03Core Viewpoint - The U.S. Department of Justice (DOJ) has filed a motion in federal court requiring Google to divest two core assets of its online advertising business: the AdX advertising exchange platform and the publisher ad server, following a ruling that found Google engaged in illegal monopolistic behavior in the digital advertising market [1][2]. Group 1: DOJ's Actions and Rationale - The DOJ's request for divestiture stems from a ruling by Judge Leoni Brinkman, which identified Google's monopolistic practices in the digital advertising exchange and server sectors [1]. - The DOJ emphasized that Google's long-term abuse of market dominance has created a "self-preferencing" closed ecosystem, where it provides special privileges to its own advertising products, thereby forcing advertisers and publishers to rely heavily on its services [1][2]. Group 2: Google's Response and Proposed Solutions - Google has not publicly responded with a specific plan but has suggested compliance through technical openness and third-party oversight, including a commitment to open the AdX platform to all bidding systems without discrimination [2]. - The DOJ rejected Google's proposal for a "technical compatibility commitment," arguing that such measures would not fundamentally address the monopolistic structure, asserting that only the divestiture of illegally obtained monopolistic assets can restore market competition [1][2]. Group 3: Implications for the Advertising Industry - Analysts in the advertising technology sector suggest that the separation of the ad server from the exchange platform could reshape the digital advertising value chain, potentially leading to the emergence of more neutral advertising infrastructure service providers [2]. - Legal experts caution that enforcing the separation of a complex technological ecosystem may face execution challenges and could inadvertently harm small and medium-sized enterprises that depend on Google's technology during the divestiture process [2]. Group 4: Broader Context and Future Developments - The case is part of a broader DOJ antitrust lawsuit against Google initiated in 2023, with Judge Brinkman having already identified three illegal practices by Google in the advertising technology market [2]. - The outcome of this case is being closely monitored by the global digital advertising market, with other jurisdictions like the EU and the UK also investigating Google's advertising business, which may set important precedents for multinational tech antitrust enforcement [2].