The United States Justice Department wants Google to make major changes to its ad business in order to restore competition, with the government suggesting that Google divest both Ad Exchange (AdX) and Ad Manager (often referred to as DFP).
The DoJ made the recommendation in an updated filing submitted as part of its ongoing antitrust fight with Google. Last month, Google was found to have an illegal monopoly in online advertising, manipulating the market to cause harm to advertisers, publishers, and consumers. The court is now mulling remedies to curb Google’s behavior, and it is considering suggestions from the DoJ.
AdX is Google’s ad exchange marketplace where advertisers can purchase ad space from publishers in real-time through auctions, while DFP is an ad management platform that publishers can use for ad inventory management, selling, scheduling, and managing ad inventory. The DoJ wants Google to sell off AdX right away, and do a phased divestiture of DFP.
Read more at MacRumors.com