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The U.S. Department of Justice ( DOJ ) is propose that Google sell two of its advertising Cartesian product to regenerate competition in the advertising tech space , according toa fresh filing . The marriage proposal comes after a judge found Googleguilty of “ wilfully acquire and maintaining monopoly big businessman ” in the digital advertising spacelast month .
The DOJ ’s filing notes that Google should strip its advertising exchange intersection AdX , along with a “ phased ” sales event of DoubleClick for Publishers , an advertizement server for site publishers . The department also wants Google to avoid operate an ad exchange for 10 eld after the sale of AdX.
The DOJ say Google had “ insure that newspaper publisher would lose pregnant gross if they did not use AdX. ” It also accused the search giant of creating a monopoly by incorporate AdX and DFP , forcing internet site to practice Google ’s publishing company product .
The proposition also directed Google to open up its advertizement - buying tools , include AdWords , and have them puzzle out with all third - party ad technical school ware “ on non - prejudiced terms with respectfulness to bid , matching , placement of ads , or proviso of information , except at the express instruction of an advertizer . ”
“ This comprehensive band of remedies — include divestiture of Google ’s unlawfully obtained monopoly and the product that were the principal instruments of Google ’s illegal scheme — is necessary to end Google ’s monopoly , deny Google the fruits of its violation , re-introduce competition into the ad commutation and publisher ad host grocery store , and guard against reoccurrence in the future , ” the filing articulate .
In reply to these proposals , Google ’s VP of regulatory affairs , Lee - Anne Mulholland , said that the metre would harm publishers and advertisers .
“ The DOJ concede Google ’s pop the question ad tech redress in full addresses the Court ’s determination on liability . The DOJ ’s additional proposal to force a divestiture of our ad technical school tools go well beyond the Court ’s findings , have no basis in law , and would harm publishers and adman , ” Mulholland say in a statement .
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Googleproposed its own hardening of remediesin a separate filing . These include do AdX real - meter bids usable to all third - party advert servers , and keeping Google ’s actions under an independent compliance observer for three years .
Google is fight down antitrust insistence from several directions . disjoined from the ad technical school suit , the U.S. also require the company tosell its Chrome browserafter a justice found the ship’s company to be amonopoly in the on-line hunt grocery store .
