Alphabet(US:GOOGL) 智通财经网·2025-09-16 00:17Core Viewpoint - Google is facing significant pressure from the U.S. Department of Justice (DOJ) to divest its advertising technology business, specifically the AdX trading platform, in response to antitrust concerns raised in both the U.S. and Europe [1][2]. Group 1: Legal and Regulatory Actions - The DOJ is seeking a "complete technical separation and divestiture" of the AdX platform following a court ruling that found Google illegally monopolized two advertising technology markets [1]. - A two-week hearing is scheduled to discuss whether Google must split off parts of its business, with the judge allowing limited disclosure of Google's internal assessments regarding the feasibility of such a separation [1]. - The European Union has also imposed a €3 billion ($3.5 billion) fine on Google for anti-competitive practices, marking the second-highest penalty against the company by Brussels regulators [2]. Group 2: Google's Business Considerations - Google had previously considered a business divestiture but indicated that the DOJ's proposal is significantly different from its own plans [1]. - The company operates various advertising services, including purchasing services for marketers and sales services for publishers, alongside the AdX trading platform [1]. - Prior to the lawsuit filed in 2023, Google proposed separating its website and application advertising auction business into an independent company while remaining under the Alphabet structure [1].