{"id":221891,"date":"2025-05-04T01:25:37","date_gmt":"2025-05-04T01:25:37","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/google-open-to-sharing-real-time-bids-with-rivals-but-rejects-breakup\/"},"modified":"2025-05-04T01:25:37","modified_gmt":"2025-05-04T01:25:37","slug":"google-open-to-sharing-real-time-bids-with-rivals-but-rejects-breakup","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=221891","title":{"rendered":"Google Open to Sharing Real-Time Bids With Rivals, But Rejects Breakup"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>At the landmark adtech remedy hearing today, Google said it\u2019s willing to play nicer with rivals.\u00a0<\/p>\n<p>The tech giant is open to behavioral fixes, like giving competitors access to real-time bidding data from AdX, its lawyer Karen Dunn said in court. However, Dunn argued the Department of Justice has no legal basis to force a breakup of its advertising business.<\/p>\n<p>She added that the move could hurt internet users and likely wouldn\u2019t attract interested buyers, according to <a href=\"https:\/\/www.reuters.com\/sustainability\/boards-policy-regulation\/google-will-seek-avoid-ad-tech-spinoff-antitrust-case-2025-05-02\/\" target=\"_blank\">Reuters<\/a>.<\/p>\n<p>The DOJ wants Google to sell off its ad exchange and publisher ad server\u2014a process that could take years, DOJ attorney Julia Tarver Wood told the court.\u00a0<\/p>\n<p>The remedies trial is scheduled to begin Sept. 22, but its timeline remains unclear.<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/media\/federal-court-finds-google-violated-antitrust-law-in-adtech-potentially-reshaping-the-digital-advertising-industry\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/03\/google-ads-crash-2025.jpg?w=640&amp;h=360&amp;crop=1\" alt=\"The tech giant may be forced to divest some of its adtech.\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>\u201cToday the DOJ conceded Google\u2019s proposed adtech remedy fully addresses the Court\u2019s decision on liability. The DOJ\u2019s additional proposals to force a divestiture of our adtech tools go well beyond the Court\u2019s findings, have no basis in law, and would harm publishers and advertisers,\u201d Lee-Anne Mulholland, vp of regulatory affairs at Google, said in a statement.<\/p>\n<p>The court also found that Google\u2019s acquisitions of DoubleClick and AdMeld did not harm competition. <\/p>\n<p>As such, a remedy to unwind them does not add up, according to a Google spokesperson, who noted that the DOJ is likely to face an uphill battle for this remedy.<\/p>\n<p>Today\u2019s hearing comes on the heels of a decision in <a href=\"https:\/\/www.adweek.com\/media\/federal-court-finds-google-violated-antitrust-law-in-adtech-potentially-reshaping-the-digital-advertising-industry\/\" target=\"_blank\">April<\/a> where a federal judge ruled that Google illegally kept its grip on publisher ad servers (platforms used by publishers to manage their digital ad inventory) and ad exchanges (the technology that lets publishers sell ads).\u00a0<\/p>\n<p>The court also found that Google has illegally tie its ad server\u2014previously DoubleClick for Publishers\u2014with its ad exchange, AdX, locking publishers into its ecosystem. The judge stopped short of finding Google held a monopoly on its advertiser-facing tools.<\/p>\n<p>Both sides are expected to submit detailed proposals on Monday.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>At the landmark adtech remedy hearing today, Google said it\u2019s willing to play nicer with rivals.\u00a0 The tech giant is open to behavioral fixes, like giving competitors access to real-time bidding data from AdX, its lawyer Karen Dunn said in court. However, Dunn argued the Department of Justice has no legal basis to force a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":221892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[30574,15218,36425,1531,1224,10909,13815,11692,17976,12624],"dealstore":[],"offerexpiration":[],"class_list":["post-221891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ad-tech-industry-news","tag-bids","tag-breakup","tag-google","tag-open","tag-platforms","tag-realtime","tag-rejects","tag-rivals","tag-sharing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Open to Sharing Real-Time Bids With Rivals, But Rejects Breakup - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=221891\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Open to Sharing Real-Time Bids With Rivals, But Rejects Breakup - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"At the landmark adtech remedy hearing today, Google said it\u2019s willing to play nicer with rivals.\u00a0 The tech giant is open to behavioral fixes, like giving competitors access to real-time bidding data from AdX, its lawyer Karen Dunn said in court. 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