Judge wants to fix Google’s ad tech monopoly before it’s too late

Google and the Justice Department had a final opportunity to present their case before Judge Leonie Brinkema on Friday before she decided Whether it is necessary to split Google To address its monopoly on ad technology.

Brinkema expects to issue a ruling next year, but realizes that “time is of the essence.” Reuters I mentioned. While the Justice Department wants the court to force Google to sell its AdX exchange, and is leaving open the option to force the sale of its publisher ad server, Google said only behavioral changes are necessary to address the problems the court found with its business. Brinkema previously ruled that Google illegally monopolized two ad technology markets and illegally linked two of its tools.

She was fully aware that Google would likely appeal the case, and noted that the DOJ’s remedies “most likely will not be readily enforceable while awaiting appeal.” Reuters I mentioned. On the other hand, she said behavioral changes can happen quickly, New York Times I mentioned.

Timing was a critical factor in another judge’s case Ruling decision against the government’s case accusing Meta Being an illegal monopolist. When the case was filed in 2020, TikTok was a much smaller competitor than it was when the case went to court earlier this year. Of course, that’s part of the reason the Justice Department brought the Google Ad Technology case in the Eastern District of Virginia in the first place — also known as “Missile base“.