() -- Alphabet Inc.’s Google should be forced to sell off two of its businesses that help websites buy, sell and serve online advertising after a judge found the company illegally monopolized those markets, the Justice Department said.
The company should be ordered to immediately sell off its advertising exchange, AdX, followed by a “phased” divestiture of the service that helps websites sell display advertising, known as a publisher ad server, the agency said in a court filing late Monday .
"A complete package of solutions — which includes selling off Google’s monopolistic assets acquired illegally as well as the tools central to their unlawful practices — must be implemented to end Google’s monopoly," the organization stated in its submission.
Google didn’t have an immediate comment on the DOJ’s proposal. In its own filing On late Monday, Google suggested enabling its advertising exchange to function smoothly with competing technologies and implementing a monitoring system to guarantee adherence for the following three years. According to the company, this plan aims to address any potential issues without resorting to measures such as divestitures, which they believe aren't applicable solutions in cases similar to theirs.
The Justice Department’s request isn’t a surprise; the agency has said since 2023 when it first sued Google for monopolization that it would seek a sale of the products.
Separately, the Justice Department is seeking to force the Alphabet unit to divest its popular Chrome web browser in another case over the company’s illegal monopolization of online search.
An ad server helps web publishers manage their advertising, acting as the brain for the website by keeping track of the minimum bids a publisher is willing to accept, what has been sold and for how much. Ad exchanges control the auctions that match website publishers with advertisers; Google operates the largest exchange.
Antitrust enforcers alleged that Google gave special access and privileges to its own ad products to encourage both advertisers and websites to spend only through its services.
US District Judge Leonie Brinkema in Alexandria, Virginia, has scheduled a hearing for September to hear arguments from the Justice Department and Google on the proposed remedy. Last month, Brinkema ruled that Google violated antitrust law in the markets for advertising exchanges and tools used by websites to sell ad space, known as ad servers.
(Updates with details from Google filing beginning in fourth paragraph.)
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