Google's digital ads empire faces potential breakup as antitrust remedy trial kicks off

Core Viewpoint - Google is facing potential forced breakup due to its monopoly in digital advertising technology, as hearings commence in federal court [1] Group 1: Legal Proceedings - The Justice Department (DOJ) argues for a forced divestiture of Google's key ad exchange, AdX, to restore fair competition [2] - US District Judge Leonie Brinkema is presiding over two weeks of hearings, having previously ruled that Google violated the Sherman Act by dominating the online publisher ad server and ad-exchange markets [3] - The DOJ's case was initiated by the Biden administration and a coalition of states in 2023 [10] Group 2: Google's Defense - Google, led by CEO Sundar Pichai, contends that the DOJ's proposal could dismantle its advertising tech platform, complicating business for advertisers and publishers [4] - Google's attorney, Karen Dunn, describes the DOJ's push for a forced sale as "radical and reckless," asserting that Google's alternative plan would provide a workable solution within a year [5] - Dunn emphasized that the DOJ misunderstood how Google's ad technology operates, arguing against the necessity of a breakup [7] Group 3: Expert Testimonies - Experts expected to testify during the remedy phase include former executives from News Corp, Daily Mail, and Advance Local [8]