The US Department of Justice has entered a new phase in its monopoly case against Google. The tech giant is being asked to sell many of its assets in the advertising sector. The court’s previous decision clearly stated that Google’s dominance in this area harms competition.

Will the US be able to break Google’s advertising dominance?

Although Google has long been perceived as just a search engine company, it is also the world’s largest digital advertiser. Some US officials argue that the company abuses its market power with practices that distort competition in the advertising technology field.

The Justice Department’s first target is the advertising exchange. This system operates as a global platform where advertising space is bought and sold in real-time auctions. The second target will be the ad server infrastructure that publishers use to manage ad display on their websites.

The ministry wants these two systems to be removed from Google’s control. The dismantling process will proceed gradually. In the first stage, Google is being asked to share some of its ad bid data with third parties.

However, the company argues that such an infrastructure does not currently exist and that it is technically and legally impossible to develop from scratch. Google also does not accept that the proposed system be built as open source.

Google’s vice president of regulatory affairs, Lee-Anne Mulholland, said in a statement that the demands are “without legal basis, go beyond a court order, and will harm the industry.”

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