On Monday, both the DOJ and Google filed applications to remove the Tech Dev’s legally declared ad -tech monopoly. DOJ Plan Google has been suggested to sell two large pieces of its business: its AD Exchange (ADX) and its AD management platform Double Click for Publishers (DFP), now known as Google Aid Manager. Google, which plans to appeal the original decision, is asked the court to change the target while maintaining the company.
The DOJ’s ADX Cell pitch cited the court’s April decision that ADX has made it more difficult for users from both sides of the ad exchange market to change a rival exchange. ” It states that Google should sell its ADX business “as soon as possible”, while implementing an interim treatment in which the market will need to work with other systems. It also proposes to prevent Google from running the advertisement for 10 years.
The DOJ Aid Manager/DFP suggests distribution of “phased”. According to the DOJ, by binding the DFP to the DFP, Google dislikes users, disliked consumers, “they must not have used” by “they must not have used”.
For the first phase, the DOJ has proposed to make Google an API that will allow the platform to connect with other advertising exchange, as well as provide an export feature that will allow publishers to transfer their data from DFP to another AD server. The DOJ then advised Google to issue a code used to auction the final ad under open source license, while preventing it from “hosting or re -making the code in any product, including DFP, Android, and Chrome.” In the final phase of the DOJ’s proposal, Google will need to divide the rest of the DFP into an institution that is separated from the ADX receiver.
With these suggestions, the DOJ has advised Google to share the data obtained by DFP, and says it should not use first -party data from YouTube, Gmail, Search, Chrome, and Android to gain unfair advantage.
Google, of course, disagrees with these suggestions. I A filening outline of its proposed treatmentGoogle argues that it should not be forced to sell ADX or DFP because it has achieved these businesses to a great extent without any illegal intention. Google adds that due to the design of services, “the division is not as easy as the ADX or DFP source code is to sell to a volunteer buyer.” The company claims that a new version of ADX and DFP will need to be required for distribution that works outside Google, the process will estimate at least five years.
“In the meantime, this process will significantly damage ADX and DFP users,” Google says. “During the years of reconstruction of both ADX and DFP or both, coding new versions of the tools will include valuable resources, including the limited universe of the software engineers familiar with these tools, which is currently dedicated to ADX and DFP.
To address the court’s concerns, Google has proposed to abandon a handful of business practices, which the DOJ has criticized in court. It pledges to reel time bidding from ADX, which is available to rival AD servers, as well as removes policies that prevent these bids from sharing with competitors. It also says that it will dismiss the united pricing rules (UPR), which the DOJ claims that it gains unfair control of the ad tech market. Google will also promise not to rebuild the first form and last -look tools – which gave Google a leg in the auction of ad – which was closed in 2019.
The Tech Dev DO is under the growing pressure of the DOJ, which is currently in court to sell the judge to sell Google to Chrome as part of a separate anti -trust case that ruled Google Search to monopoly. These new proposals threaten to further divide Google’s vast Empire.
