U.S. Department of Justice wants Google to sell its two advertising products

According to the new document, the U.S. Department of Justice recommends that Google sell two of its advertising products to restore competition in the advertising technology field. The proposal comes after a judge believes Google was charged with "deliberate acquisition and maintenance of monopoly" in the digital advertising space last month.

The Justice Department document states that Google should divest its ad exchange product ADX, as well as the "phased" sale of DoubleClick, which targets the website publisher's advertising servers. The department also wants Google to avoid an advertising exchange that has been running for 10 years after ADX is on sale.

The Justice Department alleged that Google "make sure publishers don't use ADX and they will lose a lot of revenue." It also accuses the search giant of creating monopoly by integrating ADX and DFP, thus forcing the website to use Google's publisher products.

The proposal also instructs Google to open up its advertising purchasing tools, including AdWords, and to have them work with all third-party AD Tech products to “non-discriminatory terms regarding bidding, matching, ad matching, placement or provision of information, except under the explicit instructions of advertisers,

“This comprehensive remedy – including depriving Google of its illegal monopoly and products as the main tool of Google’s illegal program – terminates Google’s monopoly, denies Google’s infringement, reintroduces its competition to AD Exchange and Publisher Ad Exchange and Publisher Ad Serveers, and opposes ReCcurrence in the Future of Funrut of Funrut of FuteN of Funrue of Futorress of Futor nufure of Futor nufure of Funros the Future of Futornaling of Futor nufure of Funros of Futorress.

To address these suggestions, Lee-Anne Mulholland, Google's vice president of regulatory affairs, said the measures would harm publishers and advertisers.

"The Justice Department acknowledged that Google's ad technology remedies have completely resolved the court's decision on liability. Other proposals from the Justice Department forced our AD Tech tool to deprivation and divest far beyond the court's findings, had no legal basis, and would harm publishers and advertisers."

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Google proposed its own remedies in another document. This includes providing ADX real-time bids to all third-party ad servers and keeping Google’s behavior under an independent compliance observer for three years.

Google hit antitrust pressure from multiple directions. Separated from the AD Tech case, the U.S. also hopes the company sells its Chrome browser after a judge discovers the company's monopoly in the online search market.