On Friday, the Justice Department (DOJ) and Google presented their final arguments before Judge Leonie Brinkema regarding the potential breakup of Google’s ad tech business. Judge Brinkema is expected to deliver her ruling next year but has acknowledged that timing is critical in this case. The DOJ is advocating for Google to sell its AdX exchange and possibly its publisher ad server, while Google contends that only behavioral changes are necessary to address the identified issues within its operations. Previously, Judge Brinkema ruled that Google possesses an illegal monopoly in two ad tech markets and improperly tied together two of its tools.
Judge Brinkema also expressed consideration for Google’s likely appeal, noting that any remedies imposed by the DOJ might not be easy to enforce during the appeal process. Conversely, she mentioned that behavioral changes could be implemented more swiftly. The importance of timing has been underscored by recent developments in other antitrust cases, such as a ruling against the government in its case against Meta, where the competitive landscape had shifted significantly since the case was filed in 2020.
The DOJ’s case against Google was filed in the Eastern District of Virginia, often referred to as the “Rocket Docket,” known for its expedited proceedings. This choice of venue highlights the urgency associated with resolving the matter. As the process unfolds, the implications of the ruling could significantly impact the future of Google’s ad tech operations and the overall competitive landscape in that sector.
Source: https://www.theverge.com/news/826796/google-ad-tech-closing-arguments