The US Department of Justice (DOJ) proposes that Google sells two of its advertising products to restore the competition in the advertising technology market. This step follows a recent court ruling in which Google was found guilty of ‘knowingly and knowingly obtaining and retaining monopoly power’ within the digital advertising market.
According to the new judicial documents, the DOJ that Google wants to reject its Adx Adx Adx, as well as a phased sale of Doubleclick for Publishers (DFP), an advertising server used by website publishers. Moreover, the government does not want Google for ten years after the sale to no longer manage an advertising fair.
The Ministry accuses Google of having put pressure on publishers by reducing their income if they did not use ADX. Google would also have strengthened its dominant position by integrating ADX with DFP, which almost obliged publishers to use the Google platform.
-In addition, the DOJ suggests that Google opens its advertising tools, such as AdWords, for collaboration with external advertising products. This cooperation must take place on a fair and non-discriminatory basis for matters such as bidding, advertising and data exchange-except as an advertiser explicitly indicates otherwise.
Google has responded strongly. Lee-Anne Mulholland, Vice President Regulations at Google, states (via Techcrunch) that these proposals are harmful to both publishers and advertisers. “The DOJ acknowledges that Google’s own proposal completely addresses the judge’s ruling. The additional requirements for selling our advertising products goes far beyond the ruling, are legally unfounded and would cause damage to the market”.
Google has already made its own counter proposals. For example, the company wants to make real -time bids available from ADX for external advertising platforms, and have a supervision of its actions carried out by an independent regulator for three years.
