Google's Ad Tech Antitrust Fight

Google has reportedly considered selling off portions of its ad tech business to appease antitrust regulators in both Europe and the United States. This move was an attempt to address concerns over its dominance in the digital advertising market. However, the US Department of Justice (DOJ) is seeking a more radical solution, pushing for the forced sale of Google's advertising exchange.

The DOJ's proposal goes significantly further than Google's initial offers, indicating a fundamental disagreement on the necessary steps to restore competition. The core of the issue revolves around Google's alleged monopolisation of the ad tech market, with critics claiming the company's overlapping monopolies have held the media industry hostage. The DOJ's lawsuit aims to force Google to divest significant portions of its ad tech business and cease certain business practices, potentially reshaping the online ad landscape.

Google has faced similar antitrust scrutiny in Europe, with the European Commission fining the company billions for favouring its own advertising services. These regulatory challenges highlight the growing pressure on Google to address concerns about its market power and ensure fair competition in the digital advertising ecosystem. Google has previously stated that it will appeal the decision.