Şunun için etiket arşivi: publisher ad server

The U.S. Department of Justice (DOJ) is pushing to break up Google’s advertising technology empire, proposing that the tech giant be forced to sell its AdX ad exchange and DFP publisher ad-server platform following a federal judge’s ruling that Google illegally monopolized the online ad-tech market.

In a court filing late Monday, the DOJ stated that such divestitures are essential to restore fair competition in the ad-exchange and publisher ad-serving sectors, where Google — a subsidiary of Alphabet Inc. — has long held dominant positions.

U.S. District Judge Leonie Brinkema ruled last month that Google had “willfully acquired and maintained monopoly power” in both markets. The case marks another major legal setback for Google, coming after a separate ruling last year found the company guilty of maintaining an illegal monopoly in online search.

A September trial date has been scheduled to determine final remedies. While Google has said it is open to behavioral changes, such as giving competitors access to real-time bidding data, the company opposes any forced divestitures, arguing such a move lacks legal standing and would hurt advertisers and publishers alike.

“This goes well beyond the Court’s findings,” said Lee-Anne Mulholland, Google’s VP of Regulatory Affairs. “It would harm publishers and advertisers, and has no basis in law.”

AdX (Ad Exchange) is Google’s real-time ad marketplace, while DFP (DoubleClick for Publishers) is used to manage and deliver ads on websites. Together, they are key tools that allow digital publishers to monetize their content, and their dominance has drawn increasing antitrust scrutiny.

In Europe, Google previously offered to sell AdX to settle an EU investigation, but publishers rejected the offer, calling it inadequate.

Alphabet’s shares fell 1.1% in premarket trading on Tuesday following the DOJ’s filing.