As Google’s ad tech case nears its end, the antitrust fight moves to AI
Digiday ·
Google avoided breakups in antitrust cases as AI ads and CTV draw scrutiny; see what regulators may target next.
Google lost to the Justice Department twice in the last 12 months and was ruled a monopolist in both its search and ad tech practices; while the final shoe has yet to drop in the latter case, observers feel it got off lightly.
That’s because, in both cases, Google avoided forced divestiture of its industry-dominant web browser Chrome and its market-leading ad exchange and ad server , with judges opting instead for behavioral remedies.
In the latter case, the parties are understood to be in negotiation over final behavioral remedies – these are expected in the coming days – but for many industry observers, the results have been deeply disappointing.
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