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From Breitbart: As the September trial date approaches for the next phase of the DOJ’s antitrust case against Google’s ad tech practices, both sides have outlined their proposed remedies to address the tech giant’s monopoly over digital advertising.
Digiday reports that the DOJ and Google have put forth their proposals for remedying the company’s alleged monopolistic practices in the online advertising industry. The filings, submitted on Monday, come after U.S. Judge Leonie Brinkema ruled last month that Google had unlawfully monopolized the systems powering online ad distribution.
The DOJ’s proposal involves a three-phase structural remedy aimed at stripping Google of the advantages it gained through years of consolidation. The first phase would force Google to provide competing ad exchanges and servers with real-time access to its AdX bidding data through Prebid. The second phase would require Google to open-source its auction logic, the brains behind its DFP ad server. The third and final phase would involve the complete divestiture of both DFP and AdX, placing them under the supervision of a court-appointed trustee and requiring DOJ approval of the eventual buyers.
Under the DOJ’s plan, Google would be prohibited from running an ad exchange for a decade following the divestiture. The proposal also calls for Google to place 50 percent of net revenues from AdX and DFP into escrow until the divestitures are complete, with potential uses including supporting the industry’s transition efforts or helping publishers cover switching costs.
READ MORE from Breitbart.
Here’s our rundown of what Google and the DOJ are proposing for ad tech antitrust remedies. https://t.co/TbkTXleguV
— Digiday (@Digiday) May 6, 2025
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