US DoJ wants Google to sell two of its ad products

Core Viewpoint - The U.S. Department of Justice (DOJ) is proposing that Google divest two of its advertising products to restore competition in the ad tech sector following a court ruling that found Google guilty of maintaining monopoly power in the digital advertising space [1][2]. Group 1: DOJ Proposals - The DOJ's filing suggests that Google should sell its ad exchange product AdX and conduct a phased sale of DoubleClick for Publishers, an ad server for website publishers [2]. - The DOJ also proposes that Google refrain from operating an ad exchange for 10 years after the sale of AdX [2]. - The filing emphasizes the need for Google to open its ad buying tools, including AdWords, to work with all third-party ad tech products on non-discriminatory terms [4]. Group 2: Allegations Against Google - The DOJ alleges that Google has ensured significant revenue losses for publishers that do not use AdX, thereby creating a monopoly by integrating AdX and DFP [3]. - The filing describes the proposed remedies as necessary to terminate Google's monopolies and reintroduce competition into the ad exchange and publisher ad server markets [4]. Group 3: Google's Response - In response to the DOJ's proposals, Google's VP of regulatory affairs stated that the measures would harm publishers and advertisers, arguing that the DOJ's additional proposals exceed the court's findings [5]. - Google has proposed its own remedies, including making AdX real-time bids available to all third-party ad servers and having its actions monitored by an independent compliance observer for three years [8]. Group 4: Broader Antitrust Context - Google is facing antitrust pressure from multiple fronts, including a separate case where the U.S. government is seeking to compel the company to sell its Chrome browser due to findings of monopoly power in the online search market [8].