The US Ministry of Justice proposes that Google sells two of its advertising products to restore competition in the space of advertising technology, according to a new file. The proposal comes after a judge has recognized Google guilty of “acquiring and voluntarily maintaining monopoly power” in digital advertising space last month.
The Doj file notes that Google should sell its adx adx product, as well as a “progressive” sale of DoubleClick for Publishers, an advertising server for website publishers. The ministry also wants Google to avoid managing an advertisement for 10 years after the sale of ADX.
The Doj allegedly alleged that Google had “made sure that the publishers lose significant income if they did not use Adx”. He also accused the research giant of creating a monopoly by integrating ADX and DFP, forcing websites to use the Google publisher product.
The proposal also ordered Google to open its advertisement tools, including Adwords, and to make them work with all third -party advertising technology “to non -discriminatory terms with regard to auctions, the appearance, placement of ads or the supply of information, except for the express instruction of an advertiser.”
“This complete set of remedies – including the disinvestment of the monopolies obtained illegally from Google and the products which were the main instruments of Google illegal scheme – is necessary to put an end to Google monopolies, to refuse Google the fruits of its violations, to reincarnate competition in advertising exchanges and the editor on the markets of servers and Refusing in the future, “said the thread.
In response to these proposals, Google’s vice-president of regulatory affairs, Lee-Anne Mulholland, said that the measures would harm publishers and advertisers.
“The DoJ has conceded the appeal proposed by Google on advertising technology entirely addresses the decision of the court on responsibility. The additional Doj’s proposals to force the disinvestment of our advertising technology tools go far beyond the conclusions of the court, have no basis in law and would injure publishers and advertisers,” said Mulholland in a press release.
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Google proposed its own remedy set in a separate file. These include the provision of ADX offers in real time available to all third-party advertising servers and to keep Google’s actions under an independent compliance observer for three years.
Google fights the antitrust pressure of several directions. Selplecise in the case of advertising technology, the United States also wants the company to sell its Chrome browser after a judge found that the company was a monopoly on the online research market.
