On Monday, the Ministry of Justice and Google submitted requests for the treatment of the law -declared technology giant. Ministry of Justice plan Google suggests that two main pieces of its work: Excination (ADX) and their Doubleclic advertising platform for publishers (DFP), which are now called Google Ad Manager. Google, which plans to appeal the original ruling, requires the court to request targeted changes in certain commercial practices while leaving the company sound.
DOJ’s Sale AdX stadium cists in April that ADX made it “more difficult for customers on both sides of the Exchange market to switch to competing exchanges.” It says that Google must sell ADX business as soon as possible, “with a temporary treatment that requires the work market with other systems. It also suggests that Google from running ads for 10 years.
The Ministry of Justice suggests a “training” of the Director of Advertising/DFP. This disposal of the ruling that Google customers forced to use a product “will not necessarily use it” by linking DFP to ADX, with the implementation of the policies hated by customers, according to the Ministry of Justice.
For the first stage, the Ministry of Justice suggests that Google create an application programming interface that would allow the platform to integrate with other advertising exchanges, in addition to providing an export feature that would allow publishers to transfer their data from DFP to another advertising server. The Ministry of Justice then proposes forcing Google to issue the code used to implement the final advertising auctions under an open source license, while preventing it from “hosting or re -creating” the symbol in any of its products, including DFP, Android and Chrome. The last stage of the Google Ministry’s proposal will require stripping the remaining DFP to a separate entity from those that get ADX.
Besides these proposals, the Ministry of Justice suggests Google to share the data it obtained through the DFP and says it should not use the data of the first party from YouTube, Gmail, Search, Chrome and Android to gain an unfair feature.
Google, of course, does not agree to these proposals. in A file that defines the proposed treatmentsGoogle argues that it should not be forced to sell ADX or DFP because it has somewhat without illegal intention. Google adds that due to the service design, “Divestiture is not so simple as selling the ADX or DFP source code to Jupiter who wants.” The company claims that the questioning of the question will require the creation of new ADX and DFP versions that operate outside Google, which will take at least five years.
“Meanwhile, this process will greatly harm ADX and DFP customers,” says Google. “During the years of rebuilding or both ADX and DFP, coding new versions of tools will incur precious resources, including the limited universe of software engineers familiar with these tools, which are currently allocated to keep ADX and DFP.”
To solve court concerns, Google suggests preventing a handful of commercial practices that the Ministry of Justice has set for criticism in the court. It is obligated to provide offers in the actual time from ADX for the competing AD servers, as well as removing the policies that prevent the participation of these offers with competitors. As he says he will do It leads to neglecting the rules of uniform pricing (UPR,, Which the Ministry of Justice claims to use unnecessary control in the advertising technology market. Google will also return not to rebuild the first and last appearance tools – which Google gave a leg In advertising auctions – which stopped in 2019.
The technology giant is exposed to the escalating pressure from the Ministry of Justice, which is currently requesting the court to be made by the judge Google Sell Chrome As part of the separate monopoly case Google Search saw a monopoly. These new proposals threaten the division of the sprawling Google Empire to the further.
