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Google Dodged a Breakup of Its Ad Business

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Google just avoided one of the biggest threats to its advertising empire. On September 2, a U.S. federal judge rejected the Department of Justice's request to force Google to sell AdX , its advertising exchange, despite previously finding that Google illegally monopolized parts of the digital advertising market. Instead of breaking up the business, the court imposed behavioral remedies designed to make Google's advertising infrastructure more accessible to competitors. Google keeps AdX AdX sits at the center of Google's digital advertising system, connecting publishers with advertisers through automated auctions. The DOJ had argued that Google's control over multiple parts of the advertising supply chain created a conflict of interest that could not be fixed simply by changing Google's behavior. Its preferred solution was structural: force Google to divest AdX. The judge rejected that approach. For Google, that's a major win. The company gets to keep the infras...

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