Google Ad Business Breakup Unlikely

A US judge has expressed reservations about forcing Google to sell its ad business following a ruling that the company holds an illegal monopoly in ad technology. Judge Leonie Brinkema indicated that a forced sale might not be easily enforceable.

The US government is pushing for a breakup of Google's ad tech business, arguing that the company has defied the law and that leaving a 'recidivist monopolist' intact is inappropriate. They specifically allege Google controls the market for publishing banner ads. The government previously advocated for Google to divest its Google Ad Manager, which includes the ad server and ad exchange units. Google defends itself by saying that breaking up Google's control of the ad platforms would pose a data security risk for publishers and advertisers.

The judge has urged both sides to mediate, suggesting a compromise would be more cost-effective than a lengthy trial. The trial's focus is a portion of Google's online advertising revenue, which powers its free services.