The U.S. government is pushing for a forced sale of Google's advertising technology.
According to foreign media, including Bloomberg, the U.S. Department of Justice requested in a court filing submitted on the 5th (local time) that Google be ordered to immediately sell its "AdX" business.
Google AdX is a type of advertising exchange service that connects advertisers wanting to place ads with publishers wanting to sell them in real-time, enabling the buying and selling of ads.
The Department of Justice is also reported to have requested that the "Google Ad Manager" business be sold in stages.
Google Ad Manager is an advertising server platform that manages the placement and posting of ads sold or to be sold by publishers.
The Department of Justice stated in the filing that "a comprehensive plan is needed to terminate Google's monopoly, which requires partitioning the monopolistic status and key tools that Google illegally obtained and selling them off."
In response, Google argued that "the Department of Justice's proposal to force the sale of advertising technology tools is an action that goes beyond the court's decision," adding that "this will harm publishers and advertisers."
On the same day, Google opposed the partitioning of the business, suggesting instead that it would take measures to ensure that AdX seamlessly connects with third-party technology platforms, agreeing to undergo monitoring for compliance over three years.
Recently, the U.S. government has been taking aggressive action against Google's monopolistic practices.
Earlier, on the 17th, Judge Leoni Brinkema of the U.S. District Court for the Eastern District of Virginia ruled that Google gained and maintained a monopolistic position in the advertising transaction and publisher advertising server sectors through anti-competitive actions.
In August of last year, Judge Amit Mehta of the U.S. District Court for Washington, D.C., ruled that Google illegally monopolized the online search market, and a trial is currently underway to resolve the monopoly in this market.