The post Google fights DOJ’s push to sell ad exchange appeared on BitcoinEthereumNews.com.

Google spent the past week in a Virginia federal court arguing against the Justice Department’s push to force the sale of its advertising exchange. The company contends that such a move would be too risky, technically complex, and could destabilize the market. Over five days of testimony, witnesses backing the tech firm warned that a divestiture could jeopardize operations expected to generate $15.9 billion in revenue by 2025, based on projections from research firm eMarketer. They further argued that dismantling the company’s ad exchange would sow uncertainty across the digital advertising industry, diminish service quality for smaller publishers, and deter potential investors. Google finds itself in a problem with illegal monopoly allegations  Google’s trial process focuses on suitable methods to foster competition in the technology that supports the display advertising industry, which the tech giant controls. The trial came after Leonie Brinkema, an American lawyer and jurist serving as a United States district judge of the US District Court for the Eastern District of Virginia, ruled that the tech company held an illegal monopoly in two areas, that is, the advertising exchange and ad server, a publisher-side technology, in April. The tech firm currently sells ads for website publishers, provides tools for advertisers to buy placements, and runs an exchange where transactions are completed through real-time auctions. In response to the ruling, the Justice Department has proposed that the tech firm be forced to divest its AdX exchange and disclose how its ad server determines which ads are displayed. Notably, if these changes fail to fix competition issues encountered in the market, the department has requested that the company gradually sell its ad server.  In response to these proposals, Google has suggested integrating its technology with a popular alternative, Prebid, and competing ad servers. It has also pledged not to…

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Filed under: News - @ October 4, 2025 4:22 am