U.S. Department of Justice Requires Google to Sell Its AdX and DFP Advertising Products
The US Department of Justice has called on Google to sell its advertising products AdX (platform for selling advertising space) and DFP (advertising server). This happened after a court concluded that the company had illegally asserted its dominance in two segments of the online advertising market. About this informs Reuters.
According to the Ministry of Justice, the forced sale of part of the advertising business is a necessary step to end the so-called “Google monopoly” and restore competition in the market of advertising exchanges and services for publishers. Google, in turn, offered an alternative — namely, to give rivals access to real-time bidding. However, the company emphasizes that the requirement to sell part of the business has no legal basis.
“Additional proposals of the Ministry of Justice on the forced sale of our advertising tools go far beyond the court’s conclusions, have no legal basis and will harm both publishers and advertisers.” said Lee-Anne Mulholland, vice president of regulatory affairs at Google.
AdX is a platform that allows publishers to sell unpublished advertising space in real-time, while DFP is a server-side system that allows you to manage the display of digital ads on sites. These tools are a source of revenue for online publications and digital platforms that earn from advertising.
It will be recalled that last year Google already offered to sell AdX in order to avoid antimonopoly pressure from the European Union, but such an initiative was recognized by the European media as insufficient.
