News: 0177270529

  ARM Give a man a fire and he's warm for a day, but set fire to him and he's warm for the rest of his life (Terry Pratchett, Jingo)

US Asks Judge To Break Up Google's Ad Tech Business (theguardian.com)

(Saturday May 03, 2025 @03:00AM (BeauHD) from the next-on-the-list dept.)


The U.S. government is [1]seeking to break up Google's advertising technology business after a judge ruled the company holds an illegal monopoly over ad tools for publishers, marking the second such antitrust case following a similar request to [2]divest Chrome . The Guardian reports:

> "We have a defendant who has found ways to defy" the law, US government lawyer Julia Tarver Wood told a federal court in Virginia, as she urged the judge to dismiss Google's assurance that it would change its behavior. "Leaving a recidivist monopolist" intact was not appropriate to solve the issue, she added. [...] The US government specifically alleged that Google controls the market for publishing banner ads on websites, including those of many creators and small news providers.

>

> The hearing in a Virginia courtroom was scheduled to plan out the second phase of the trial, set for September, in which the parties will argue over how to fix the ad market to satisfy the judge's ruling. The plaintiffs argued in the first phase of the trial last year that the vast majority of websites use Google ad software products which, combined, leave no way for publishers to escape Google's advertising technology and pricing.

>

> The district court judge Leonie Brinkema agreed with most of that reasoning, ruling last month that Google built an illegal monopoly over ad software and tools used by publishers, but partially dismissed the argument related to tools used by advertisers. The US government said it would use the trial to recommend that Google should spin off its ad publisher and exchange operations, as Google could not be trusted to change its ways. "Behavioral remedies are not sufficient because you can't prevent Google from finding a new way to dominate," Tarver Wood said.

>

> Google countered that it would recommend that it agree to a binding commitment that it would share information with advertisers and publishers on its ad tech platforms. Google lawyer Karen Dunn did, however, acknowledge the "trust issues" raised in the case and said the company would accept monitoring to guarantee any commitments made to satisfy the judge. Google is also arguing that calls for divestment are not appropriate in this case, which Brinkema swiftly refused as an argument. The judge urged both sides to mediate, stressing that coming to a compromise solution would be cost-effective and more efficient than running a weeks-long trial.



[1] https://www.theguardian.com/us-news/2025/may/02/google-ad-tech-monopoly

[2] https://tech.slashdot.org/story/25/03/09/0232250/americas-justice-department-still-wants-google-to-sell-chrome



Re:Those evil EU Bureaucrats (Score:5, Interesting)

by martin-boundary ( 547041 )

The last time a tech behemoth was found guilty and remedies were contemplated, the Bush administration turned it into a slap on the wrist for MIcrosoft.

Somehow I think this time DOGE will fire the enforcers before they can enforce what needs enforcing,

Re: (Score:3, Insightful)

by GotNoRice ( 7207988 )

The stuff Google is getting away with today makes late 1990's Microsoft look quite benign in comparison.

Re: (Score:3)

by evanh ( 627108 )

I'd say the opposite by a long stretch. And M$ today is still a much bigger monopoly than Google today.

Re:Those evil EU Bureaucrats (Score:4, Informative)

by ArmoredDragon ( 3450605 )

> The last time a tech behemoth was found guilty and remedies were contemplated, the Bush administration turned it into a slap on the wrist for MIcrosoft.

WTF is it with idiots always blaming the president for everything that didn't go their way during his term just because they voted for the other guy? The Bush admin had nothing to do with it. Microsoft was found guilty, then the judge ran his mouth to the media about the case, which is a code of conduct violation, and Microsoft used that as the basis for its appeal. This was all during the Clinton admin. During that original trial, if you look at Microsoft's, especially Bill Gate's disposition in particular, he came off as cocky, above the law, etc. Microsoft learned from that and changed tact (Bill Gates later even criticized his own conduct during the trial.) Nevertheless, the case had to be presented to a different judge, though the finding of fact that Microsoft was guilty remained.

A few things had also changed during this time though -- by then, it was already common for OSes to include web browsers for free, and basically nobody (except maybe Netscape) wanted an OS that didn't have one. (I don't know if many people recall how it was back then, but downloading a browser when you didn't already have one was actually kind of frustrating -- especially if you kept it on a floppy, which weren't the most reliable storage medium at that time.) So it no longer made any sense to make the tying claim. Between that and Microsoft's revised tact, this was a harder case now.

So what ended up happening was a settlement with a consent decree, which Microsoft remarked thus:

> Lawsuits brought by the U.S. Department of Justice, 18 states, and the District of Columbia in two separate actions were resolved through a Consent Decree that took effect in 2001 and a Final Judgment entered in 2002. These proceedings imposed various constraints on our Windows operating system businesses. These constraints include limits on certain contracting practices, mandated disclosure of certain software program interfaces and protocols, and rights for computer manufacturers to limit the visibility of certain Windows features in new PCs. We believe we are in full compliance with these rules. However, if we fail to comply with them, additional restrictions could be imposed on us that would adversely affect our business.

Side note: It's almost as if there is a 23 year old lesson here that Apple never learned.

Anyways, if you look at things in retrospect, the settlement largely worked. Microsoft was thence forth heavily limited in the douchebaggery they were able to get away with, (and Apple did get away with until yesterday) and by 2015 they were literally giving Windows away for free since it was far less relevant by then. Nowadays the only significant leverage they have is with Azure, which is less because Microsoft is smart and more because Google still thinks that you can run an PaaS/IaaS service just like an email and search service: Ignore anything and everything that your customers ask for, and kill off every product you create as soon as your customers finally figure out what it does.

Re: (Score:2)

by thegarbz ( 1787294 )

> the Bush administration turned it into a slap on the wrist for MIcrosoft

That's quite revisionist. Legal pundits long assumed throughout the entire legal battle that it wasn't possible to break up a company the size of Microsoft effectively to achieve what their goal was, as the ruling was the result of a tie in with products developed in a common team (it wasn't like the internet explorer was a separate division). Additionally it wasn't the bush administration that turned it into a slap on the wrist. The Circuit Courts found that ruling could not be enforced the way it was prop

Get it done. (Score:5, Insightful)

by GotNoRice ( 7207988 )

I'd like to see them actually do this and not just talk about it forever and pass it to yet another court.

Re: (Score:3)

by tlhIngan ( 30335 )

Google and Trump are in negotiations on how much Google needs to pay to make the lawsuit go away.

It's not getting done anytime soon because the Art of the Deal means that Trump is asking Google what Google can do for Trump.

Re: (Score:2)

by thegarbz ( 1787294 )

There is potential for this to work since Google's advertisement business is effectively a completely separate subdivision within the company. This is legally significant compared to the Microsoft case back in the day, where there was no legal remedy of breaking up MS that could have resolved in addressing the primary anti-trust ruling. Microsoft didn't have a separate internet targeted division at the time which could be separated from their browser work.

Google the recidivist monopolist :o (Score:2)

by Mirnotoriety ( 10462951 )

No one is forced to type google.com into their browser.

Re: (Score:1)

by Narcocide ( 102829 )

Except every IE/Edge, Safari and Firefox user opening it for the first time...

Re: (Score:1)

by Narcocide ( 102829 )

Oh yea and Chrome.

Google is a monopolist in ads (Score:2)

by FeelGood314 ( 2516288 )

Because the market will drift towards one standard market which google controls. Google is the exchange where buyers and sellers come together. No one else can compete. No new market place can arise, to sell ad space you need websites to sign up for your market but no one will because there are no buyers. Once Google became dominant the other markets collapsed. Ads are the castle where google makes 90% of their money. Everything else, gmail, search, android, is just a mote to protect the castle.

Thi

Re: (Score:2)

by jacks smirking reven ( 909048 )

Illegal monopoly means they were engaged in anticompetitive behavior by leveraging said monopoly to stifle competition, there's a key distinction there. That's what people (and the law, mostly) care about.

If you're the dominant business in a sector because you just do it the best and basically aren't a dick about it you generally won't run afoul of the law.

Re: (Score:2)

by Samantha Wright ( 1324923 )

No one was forced to use Internet Explorer, except when they wanted to browse the Internet after bundled IE with Windows and drove Netscape out of business.

No one was forced to install Windows, except when they wanted to use a PC and Microsoft was threatening PC OEMs that provided alternatives.

No one was forced to buy a telephone line from the Bell system, so long as they didn't mind not having a telephone in the United States.

No one was forced to lease an IBM punchcard tabulating machine, except when IBM h

Should not take years... (Score:2)

by bradley13 ( 1118935 )

Anti-trust should not take years. Ruling, delay, appeal, delay, ruling, delay, appeal, delay...

Anti-trust needs to be simple and largely automatic. When a company exceeds a certain size, it should be prohibited from M&A activity. When it exceeds a certain, even larger size, it should be forced to divest. No discussions, no court proceedings.

Have the politicians learned nothing from 2008 and "too big to fail"?

>>> FreeOS is an english-centric name

Have you all been stuck in email, or have any of you tried
*pronouncing* that? free-oh-ess? free-ows? fritos? :-)
-- Mark Eichin