"Friday marks the end of week one of the antitrust remedies trial between Google and the Department of Justice (DOJ). The trial will determine the punishments and required changes for Google following the court's decision in April that it operates an illegal monopoly in the publisher ad exchange and ad server markets for open web display advertising. Both sides spent the first half of the week debating the nuances of online advertising before Judge Leonie Brinkema,"
"Craycroft did help the DOJ's case along on Thursday by revealing that Google has considered different permutations of divestiture of the sell-side ad tech business. The DOJ forced onto the record the existence of Project Sunday, which was an evaluation of a potential spin-off of AdX and DFP, and a follow-up called Project Monday that evaluated a complete AdX shutdown. Google's own evaluation did determine that a divestiture is feasible."
Week one of the remedies trial addressed what punishments and structural changes should follow an April finding that Google unlawfully monopolizes publisher ad exchange and ad server markets for open web display advertising. Judge Leonie Brinkema dismissed much rehash of prior testimony and requested Googlers and experts to address feasibility of divesting AdX and DFP. Google VP Tim Craycroft testified about the sell-side ad tech products, noting they have been folded into Google Ad Manager. Internal work labeled Project Sunday and Project Monday evaluated spin-off and shutdown options, and Google's evaluation concluded divestiture is feasible but would take several years, with long preparation and transition timelines.
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