From TechRadar · · 1m 10s
Google keeps ad empire, but must open it up
A federal judge rejected breaking up Google's ad business but ordered major changes to reduce its monopoly power.
In brief
A federal judge rejected breaking up Google's ad business but ordered major changes to reduce its monopoly power. Google avoids a breakup but must separate its publisher ad server from its exchange and accept six years of antitrust monitoring. Originally reported by TechRadar.
Judge rejects Google breakup
US District Judge Leonie Brinkema ruled Google won't be forced to split up its ad-tech business, despite DOJ arguments that the company operates unfairly.
Google must disconnect its tools
The company must separate its publisher ad server from AdX, and websites using Google's server can't be forced to use AdX. This aims to restore competition.
Six years of monitoring ahead
Google must appoint an internal antitrust compliance monitor and follow restrictions for six years. The DOJ had requested 15 years of oversight.
Google plans to appeal
Despite avoiding a breakup, Google says it disagrees with the ruling and intends to appeal the decision.
“Google still says it disagrees with the ruling and that it intends to appeal”
Ads remain Google's cash cow
Advertising generated $294.7 billion of Google's $402.8 billion in revenue last year, about 73 percent. This share has been declining from 77 percent two years ago.
What to remember
Google avoids a breakup but must separate its publisher ad server from its exchange and accept six years of antitrust monitoring.
