DOJ Aims to Revolutionize Advertising: Plans to Break Up Google’s Dominance in Digital Ads

In its ongoing trial, Google argues that demands to alter its advertising practices are excessive. They claim that few companies could afford to manage and implement these changes. An ad consultant previously estimated Google’s ad empire could be valued at around $95 billion, which could make it too large to sell. Interestingly, Google had similar doubts about Chrome, yet others have expressed interest in acquiring the browser.

Google faces a tough road ahead. After losing three antitrust cases recently, convincing the judge that it can change its ways will be challenging. A Department of Justice (DOJ) lawyer labeled Google a “recidivist monopolist,” suggesting they habitually avoid their legal responsibilities. Despite this, Google is seeking leniency and plans to reveal more about its proposed solutions as the trial progresses.

Google has proposed making a limited amount of ad data public and discontinuing certain pricing strategies deemed unfair, such as unified pricing. They also committed not to bring back outdated practices like “last look,” which previously allowed them to outbid competitors at the last minute—a key point in the DOJ’s case, although Google ended this practice years ago.

To ensure compliance, Google mentioned a court-appointed monitor to oversee the changes. However, this offer did not impress Judge Brinkema.

As with earlier cases, Google plans to appeal any verdict. Yet, they must first navigate through the remedies phase. Even if they pause the remedies for an appeal, the outcome could affect investor confidence. Google hopes to demonstrate market competitiveness by highlighting rivals like Meta and TikTok.

Similar to the search case, there won’t be significant updates over the summer. However, this fall could be pivotal. Judge Amit Mehta is likely to rule on the search remedies in August, and the ad tech remedies trial will follow in September. Additionally, Google is contending with ongoing issues related to its Play Store case, a battle they lost earlier but plan to contest on appeal, expected to resume around late 2025.

Recent surveys show that public perception of big tech companies, including Google, is increasingly negative. A 2023 poll revealed that 70% of respondents believe these companies should face stricter regulations. This growing sentiment could further challenge Google’s situation in court.

With increasing regulatory scrutiny, tech giants like Google might need to adapt their strategies more quickly than before. As they navigate these challenges, staying engaged with user trust and market dynamics will be key.

For more insights on antitrust issues, you can refer to the [Federal Trade Commission](https://www.ftc.gov) for authoritative updates.

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