Google Avoids Forced AdX Sale as Judge Orders Business Practice Changes
The ruling spares Google from a forced divestiture of its ad tech, but leaves the specific remedies vague, keeping the antitrust fight over Google's ad dominance unresolved.
Reporting from 1 source: GIGAZINE.
A U.S. federal judge ruled that Google does not have to sell its ad exchange AdX, rejecting a Department of Justice proposal to break up the company's advertising business. Instead, Judge Leonie M. Brinkema ordered Google to adjust its business practices so competitors can also profit. The ruling's full text remains sealed for 14 days.
Judge Leonie M. Brinkema of the U.S. District Court for the Eastern District of Virginia ruled on September 2 that Google can keep its advertising business, rejecting the DOJ's demand to sell AdX and Google Ad Manager. The judge instead ordered Google to modify its business practices to allow competitors to profit, though the ruling does not specify what those changes should be.
The full ruling will stay sealed for 14 days so involved parties can make necessary modifications. Google's Vice President of Regulatory Affairs, Lee-Anne Mulholland, said the company is pleased the court rejected the DOJ's breakup proposal, which she said would have harmed tools that help small businesses grow.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.