Google offers behavioral remedies, says US DOJ divestiture proposal 'unworkable'
( May 6, 2025, 03:56 GMT | Official Statement) -- MLex Summary: Google proposed a set of three behavioral remedies in a government lawsuit in which it was found to have illegally monopolized the adtech markets, saying the US Department of Justice's proposal for a divestiture of its ad exchange AdX or its publisher ad server DoubleClick for Publishers is "unworkable" and "legally unavailable." Google proposed making real-time bids for open-web display ads from AdX available to all rival publisher ad servers, and removing any Google Ad Manager policies that restrict the sharing of such bids from AdX with a rival publisher ad server, it said in a filing to the US Eastern District of Virginia. Google would also deprecate Unified Pricing Rules for open-web display ads, allowing DFP publishers to set different price floors for different bidders. Google also agreed not to rebuild First Look or Last Look for open-web display ads. "Structural remedies like divestiture are subject to a heightened standard that Plaintiffs cannot meet," Google said in opposing the government's proposal.See attached document...
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