US, Following search, Google advertising technology is also pushed for forced sale

Google Facing Increasing Regulation On Online Search Market Monopoly (Source: Reuters)

The U.S. Government Is Now Targeting Google's Advertising Technology Sector In Addition To Its Search Market Monopoly. The Department Of Justice Has Requested The Court To Order Immediate Sale Of Google's Core Advertising Platform 'AdX' On The Night Of The 5th Local Time. They Have Also Claimed That 'Google Ad Manager' Needs To Be Gradually Divided And Disposed Of.

AdX Is An Exchange That Connects Advertisers And Publishers In Real-Time For Buying And Selling Ads, While Ad Manager Functions As A Server Managing Ad Postings. Both Platforms Are The Key Foundations Of Google's Online Advertising Ecosystem, And The DOJ Believes They Have Been Used As Tools To Cement Dominant Market Positions.

This Request Follows Last Month's Ruling Where The Court Found Google Engaged In Anti-Competitive Acts In Both The Ad Server And Exchange Fields. Federal Judge Leonie Brinkema Stated That "Google Has Built And Maintained A Monopoly Position For Over A Decade Through Contracts And Technical Integrations Which Link Both Markets." However, The DOJ's Claims Regarding The Ad Network Sector Were Dismissed Due To Lack Of Illegality Evidence.

In Response, Google Countered That "The DOJ's Forced Sale Request Lacks Legal Justification And Could Cause Real Harm To Publishers And Advertisers." Instead, Google Proposed Improvements To Allow AdX Integration With Third-Party Technologies And Offered To Be Independently Monitored For The Next Three Years.

This Matter Is Scheduled To Be Addressed In The September Camp Trials Which Will Cover Not Only Advertising Business But Also Ongoing Monopoly Controversies In The Search Market. Previously, The DC Federal District Court Found Google To Be Dominating The Search Engine Market Illegally Last August, And Trials Concerning Responses Including Potential Sale Of 'Chrome' Browser Are Currently Ongoing.

Google Is Accused Of Exercising Excessive Influence In The Advertising Technology Market Using Its Platforms, And The U.S. Government Is Speeding Up Structural Disassembly Efforts To Disperse This Influence.