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What happened
Starting Monday, the US Justice Department will present its case in a federal court to compel Google to divest its ad exchange, AdX, as part of an antitrust lawsuit. This follows a ruling by DC District Court Judge Amit Mehta, who labeled Google a monopoly in online search but did not grant the DOJ's broader requests. The DOJ argues that Google's AdX, which facilitates digital ad transactions, is central to restoring competition in the advertising technology market. Judge Leonie Brinkema, who previously ruled Google a monopolist in ad tech, may be more receptive to the DOJ's demands. Google, however, argues that the issues can be resolved through behavioral changes rather than a complete breakup. The outcome of this trial could significantly impact the future of Big Tech regulation.
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Key insights
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1
Antitrust Case Resurgence
The DOJ's renewed efforts signal a strong stance against monopolistic practices in tech.
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2
Potential Breakup of Google
A court ruling could lead to significant changes in how Google operates its ad services.
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3
Impact on Competition
The case aims to restore competition in the digital advertising market.
Takeaways
The outcome of this trial will be pivotal in shaping the regulatory landscape for Big Tech.