"The U.S. Department of Justice, along with a coalition of states, is seeking to force Google to divest its AdX ad exchange, where the company charges publishers a 20% fee for ads sold in real-time auctions."
"They also want Google to make the auction system that determines winning bids open source, in an effort to reduce its control over digital advertising."
""Leaving Google with the motive and the means to recreate that tie is simply too great a risk," stated DoJ"
"Google's attorney, Karen Dunn, argued against the DOJ's proposals, calling them "radical and reckless." She stated that these proposals would damage competition by removing Google from the market."
The U.S. Department of Justice and a coalition of states are pursuing a trial in Alexandria, Virginia seeking to force Google to divest its AdX ad exchange and to require the auction system that determines winning bids be open source. AdX collects a roughly 20% fee from publishers on ads sold in real-time auctions. The government argues the divestiture and open-sourcing would reduce Google's control over digital advertising and prevent the company from recreating tied advantages. Google opposes the remedies, with attorney Karen Dunn calling them "radical and reckless" and urging a cautious approach. The trial outcome could significantly reshape Google's advertising revenue strategy.
Read at Benzinga
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