The US Department of Justice (DOJ) is launching a second major antitrust effort against Google, this time focusing on its advertising technology (ad tech) dominance. Following a previous ruling that deemed Google a monopolist in online search but declined to mandate significant structural changes, the DOJ is now pursuing a different legal strategy. This new trial, commencing in a federal courthouse in Alexandria, VA, will span approximately two weeks and center on a key demand: forcing Google to divest its ad exchange.
The previous ruling, handed down by Judge Amit Mehta, found Google guilty of monopolizing online search but rejected the DOJ's more extensive requests, including the sale of Google Chrome. This time, the case rests before Judge Leonie Brinkema, who previously ruled Google to be a monopolist in two ad tech markets. While not bound by Judge Mehta's decision, Judge Brinkema's ruling will undoubtedly be influenced by the previous outcome.
The DOJ’s confidence in this second attempt stems from a crucial difference: the ad tech division targeted in this trial represents a core product under scrutiny, unlike the previous case which focused on broader aspects of Google's operations. This concentrated focus might lead to a different outcome, potentially resulting in the forced divestiture of Google’s ad exchange and a more substantial restructuring of the company's ad tech holdings. The trial's outcome will have significant implications for the future of the digital advertising landscape and the broader technology industry, impacting both competition and consumer choices.
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Originally published at: https://www.theverge.com/policy/782029/google-doj-ad-tech-remedies-trial-break-up
