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The U.S. Department of Justice is proposing that Google sell two of its advertising products to restore competition in the ad tech space, according to a new filing<\/a>. The proposal comes after a judge found Google guilty of \u201cwillfully acquiring and maintaining monopoly power\u201d in the digital ad space<\/a> last month.<\/p>\n The DOJ\u2019s filing notes that Google should divest its ad exchange product AdX, along with a \u201cphased\u201d sale of DoubleClick for Publishers, an ad server for website publishers. The department also wants Google to avoid running an ad exchange for 10 years post the sale of AdX.<\/p>\n The DOJ alleged Google had \u201censured that publishers would lose significant revenue if they did not use AdX.\u201d It also accused the search giant of creating a monopoly by integrating AdX and DFP, forcing websites to use Google\u2019s publisher product.<\/p>\n The proposal also directed Google to open up its ad buying tools, including AdWords, and have them work with all third-party ad tech products \u201con non-discriminatory terms with respect to bidding, matching, placement of ads, or provision of information, except at the express instruction of an advertiser.\u201d<\/p>\n \u201cThis comprehensive set of remedies\u2014including divestiture of Google\u2019s unlawfully obtained monopolies and the products that were the principal instruments of Google\u2019s illegal scheme\u2014is necessary to terminate Google\u2019s monopolies, deny Google the fruits of its violations, reintroduce competition into the ad exchange and publisher ad server markets, and guard against reoccurrence in the future,\u201d the filing said.<\/p>\n In response to these proposals, Google\u2019s VP of regulatory affairs, Lee-Anne Mulholland, said that the measures would harm publishers and advertisers.<\/p>\n \u201cThe DOJ conceded Google\u2019s proposed ad tech remedy fully addresses the Court\u2019s decision on liability. The DOJ\u2019s additional proposals to force a divestiture of our ad tech tools go well beyond the Court\u2019s findings, have no basis in law, and would harm publishers and advertisers,\u201d Mulholland said in a statement. <\/p>\n Techcrunch event<\/p>\n \n\t\t\t\t\t\t\t\t\tBerkeley, CA<\/span> \t\t\t\t\t\t\t Google proposed its own set of remedies<\/a> in a separate filing. These include making AdX real-time bids available to all third-party ad servers, and keeping Google\u2019s actions under an independent compliance observer for three years.<\/p>\n Google is fighting antitrust pressure from several directions. Separate from the ad tech case, the U.S. also wants the company to sell its Chrome browser<\/a> after a judge found the company to be a monopoly in the online search market<\/a>.<\/p>\n<\/div>\n
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