Google Ad Tech Sale Offer Fell Far Short of Breakup DOJ Seeks
Google has considered selling parts of its ad tech business to address antitrust concerns in Europe and the US, according to a company lawyer. However, the Justice Department's proposal to force the sale of Google's advertising exchange is more extensive than the company's own offer. The tech giant has been facing mounting scrutiny over its dominance in the digital advertising market, with regulators and lawmakers seeking to rein in its market power. While Google's proposed sale of certain ad tech assets was an attempt to address these concerns, the DOJ's demand for a more comprehensive breakup of the company's ad business suggests that regulators are pushing for a more significant restructuring of Google's operations. The outcome of this ongoing dispute could have far-reaching implications for the tech industry and the broader digital advertising landscape.
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