Google faces a trial in September after the Justice Department asked a federal judge on Friday to force the large technology giant to sell parts of its monopolistic digital advertising business.
US District Judge Leonie Brinkema set the September 22 trial after hearing the initial proposals of the medicine from Doj and Google. Last month, the judge ruled that Google operates two separate illegal monopolies in digital advertising technology that have “significantly” damaged customers.
The lawyers said Google should distribute its business publisher business as well as its lucrative advertising market that connects advertising buyers with sellers. Publisher advertisers servers are used from the website and manage their digital advertising inventory.
Federal lawyer Julia Tarver Wood said the forced sale is likely to last several years to complete. Google should also be sought to share real -time advertising data with its competition, according to federations.
Google’s legal team was postponed to court, arguing that a forced sale was not allowed by law and that proceeding with the plan would hurt rather than to help the digital advertising market.
In its ruling last month, Brinkhema stipulated that Google damaged online news publishers and US consumers alike using anti -incomputing practices to control the process with which advertising are placed on websites.
“In addition to the deprivation of rivals from the ability to compete, this exclusionary behavior impaired the Google publisher’s clients, the competitive process and, ultimately, the information customers in the open network,” the judge said in its decision.
Google has already pledged to appeal.
The case of digital advertising is just a legal headache for Google, which was found to have an illegal monopoly on internet search in a special case of DOJ.
Doj has asked US District Judge Ait Mehta to force Google to sell his browser online chrome in that case, as well as to share search data with rivals. Mehta is currently considering the proposal in a continuing trial of medicines, with a final decision waited until August.
Both cases have the potential to raise the entire Google business model.
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