The U.S. Justice Department is doubling down on its attempt to break up Google by asking a federal judge to force the company to part with some of the technology powering the company’s digital ad network. The proposed dismantling coincides with an ongoing federal effort to separate Google’s Chrome browser from its dominant search engine.
The government’s latest proposal was filed late Monday in a Virginia federal court two-and-half weeks after a federal judge ruled that its lucrative digital ad network has been improperly abusing its market power to stifle competition to the detriment of online publishers.
In a 17-page filing, Justice Department lawyers argued that U.S. District Judge Leonie Brinkema should punish Google by ordering the company to offload its AdX business and DFP ad platform, tools that bring together advertisers, who want to market their products, and publishers, who want to sell commercial space on their sites, to bring in revenue.
The government also is seeking other restrictions, including a 10-year ban on Google from operating a digital ad exchange, to undercut the power of a “recidivist monopolist.”
Not surprisingly, it’s an idea that Google vehemently plans to oppose when the penalty phase of the antitrust case —known as remedy hearings — begins in late September. Google already has vowed to appeal Brinkema’s ruling that the technology powering the ad network has been breaking the law, but can’t do that until the judge rules on its punishment in a decision expected late this year or early next year.