The United States Ministry of Justice highlights the monopoly on online advertising.
Google of Alphabet Inc. should be forced to sell two of its companies that help the websites to buy, sell and serve online advertising after a judge has discovered that monopolizing these markets said, the Ministry of Justice said.
The company must be ordered to immediately sell its advertising exchange, ADX, followed by a “gradually” divestment of the service which helps websites to sell the display advertising, known as the publisher's advertising server, the agency said in a legal file on Monday evening.
A “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,” said the agency in its file.
Google had no immediate comments on the DoJ's proposal. In its own file on Monday evening, Google proposed to operate its advertising exchange with rival technology and install an instructor to ensure compliance for the next three years. The company declared that its proposal would alleviate any alleged damage and that a transfer like that proposed by the government is not available as a remedy in this type of case.
The request of the Ministry of Justice is not a surprise; The agency said that since 2023, during the continuation of Google for monopolization for the first time it is looking for a sale of products.
In addition, the Ministry of Justice seeks to force the alphabet unit to sell its web browser Chrome Populaire in another case on illegal illegal monopolization of the company.
An advertising server helps web publishers manage its advertising, acting as the brain of the website, keeping a trace of the minimum offers that a publisher is willing to accept, which has been sold and for how much. The exchanges of announcements control the auctions which correspond to the publishers of websites with advertisers; Google exploits the greatest exchange.
Antitrust Applers allegedly alleged that Google had granted access and special privileges to its own advertising products to encourage advertisers and websites to pass only thanks to its services.
The American district judge Leonie Brinkema in Alexandria, Virginia, has planned a hearing for September to hear the arguments of the Ministry of Justice and Google on the proposed appeal. Last month, Brinkema decided that Google had violated the antitrust law on the exchange markets and advertising tools used by websites to sell the advertising space, called advertising servers.
