Google, DOJ Clash Over Ad Manager Remedies in Antitrust Case
Google and the U.S. Department of Justice (DOJ) are at odds over remedies in Google's antitrust case, specifically concerning Google Ads. The DOJ is pushing for divestment, while Google proposes interoperability and warns of potential harm to publishers and advertisers.
The DOJ's stance signals a stricter approach to digital advertising enforcement. It wants Google to divest Google Ads, despite the court ruling that Google's acquisitions didn't harm competition. Google, however, contests these proposed remedies, arguing they exceed the court's ruling and could harm businesses.
Google's alternative solution is to expand interoperability. This would allow publishers to use third-party tools for real-time advertiser bids, rather than breaking apart Google Ads. Google warns that such a move could raise costs for advertisers and reduce monetization options for publishers.
The remedies phase could be pivotal. It will decide whether Google is forced to spin off part of its ad-tech business or if a lighter-touch fix, like increased interoperability, is deemed sufficient.
Anu Adegbola, Paid Media Editor of Search Engine Land since 2024, has been covering these developments. She recently published an article on the Semrush website, delving into the implications of these antitrust proceedings for the digital advertising industry.
The DOJ and Google remain at loggerheads over the remedies in Google's antitrust case, with the DOJ pushing for divestment and Google advocating for interoperability. The outcome of the remedies phase will significantly shape the future of Google's ad-tech business and the digital advertising landscape.
