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Is Google's Ad Empire on the Brink of a Breakup?
Description
A federal judge is considering whether to break up Google's advertising technology business following arguments from the Department of Justice that a forced sale of key ad tech units is necessary to restore competition. The DOJ seeks the divestiture of technology handling ad transactions and data sharing with competitors, while Google proposes behavioral changes as a faster alternative to a lengthy breakup process. Judge Leonie Brinkema, who previously ruled Google holds illegal ad tech monopolies, is weighing the practicality and timing of both remedies, with a decision expected next year. The outcome could mark the first major breakup of a tech giant in the modern internet era and significantly impact Google's $3.64 trillion business.
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