In April this year, a US court ruled that Google's online advertising businessInvolving market monopolyLater, the U.S. Department of JusticeClaimGoogle must sell its AdX (Ad Exchange) advertising platform, and is also expected to spin off and sell its ad management platform, formerly DoubleClick for Publishers.
The US Department of Justice believes that Google's two advertising platforms have significantly affected market competition and increased Google's advertising monopoly position.
However, Google believes that the US Department of Justice's approach of requiring it to split its advertising business goes far beyond the scope of the court's request for adjustment of remedies, which will affect advertisers' rights to connect with publishers and thereby create effective advertising reach. It even believes that the US Department of Justice's requirement to split the platform does not fall within the scope of the lawsuit, and therefore will appeal the previous court ruling.
On the other hand, Google also said that it willRelated adjustmentsIn response to the court's ruling, for example, all advertising companies competing in the market will be allowed to have their publishers' advertising servers provide content for real-time bidding on the Google AdX advertising platform, thereby achieving fairer advertising bidding exposure and allowing publishers to set different floor prices for each bid ad in order to obtain higher advertising exposure profits.
