In a significant move, the U.S. Department of Justice (DOJ) has proposed that Alphabet&rsquo;s Google divest two of its key advertising technologies&mdash;AdX (Ad Exchange) and its ad server platform, DFP (DoubleClick for Publishers). This comes after a federal judge determined that the tech giant had unlawfully dominated two critical online advertising markets, putting its antitrust practices under intense scrutiny.
&nbsp;
The DOJ&rsquo;s proposed remedy was unveiled in a court filing on May 05, marking a new chapter in a legal battle that could reshape the landscape of online advertising. The Justice Department argues that Google&rsquo;s monopoly over the ad-exchange and publisher ad-server markets has stifled competition, and the divestitures are necessary to restore a level playing field.
&nbsp;
The judge set a September trial date on May 02, after hearing from Google and the DOJ on potential remedies for the company's dominance in ad tools used by online publishers.
<h2>What is the issue?</h2>
At the heart of this case is the claim that Google's control over AdX, an online marketplace where publishers sell their unsold ad space in real time, and DFP, a platform used by websites to manage their digital ad inventory, has given the company an unfair advantage. Together, these tools play a pivotal role in how news publishers, content providers, and advertisers interact, allowing Google to dominate the market and suppress competition.
<h2>Google&rsquo;s stance</h2>
Google, however, insists that its practices are not monopolistic and that the company supported behavioural remedies such as making real-time bids available to competitors, but that prosecutors cannot legally pursue a bid to force it to sell parts of its business.
&nbsp;
"The DOJ's additional proposals to force a divestiture of our ad tech tools go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers," Lee-Anne Mulholland, Google's Vice President of Regulatory Affairs, said in a statement to Reuters.
<h2>Playing monopoly?</h2>
The dispute between Google and the DOJ is not an isolated case. Last year, Google took a major step to resolve an antitrust investigation in the European Union by offering to sell AdX. However, European publishers rejected the offer, stating that it would not go far enough to resolve the competitive concerns in the ad-tech ecosystem.
&nbsp;
The issue of monopolistic practices in digital advertising has been a point of contention for years, as the rise of Google&rsquo;s advertising platforms has increasingly marginalised smaller competitors.
&nbsp;
As the September trial date approaches, all eyes will be on the court's decision and whether it will force Google to relinquish control of its key ad-tech assets. The outcome could have far-reaching implications for the future of digital advertising and the competitive dynamics between publishers, advertisers, and tech giants.

Business & Economy: The U.S. Department of Justice has proposed that Google divest two of its key advertising technologies—AdX (Ad Exchange) and DFP

In a significant move, the U.S. Department of Justice (DOJ) has proposed that Alphabet’s Google divest two of its key advertising technologies—AdX (Ad Exchange) and its ad server platform, DFP (DoubleClick for Publishers). This comes after a federal judge determined that the tech giant had unlawfully dominated two critical online advertising markets, putting its antitrust practices under intense scrutiny. The DOJ’s proposed remedy was unveiled in a court filing on May 05, marking a new chapter in a legal battle that could reshape the landscape of online advertising. The Justice Department argues that Google’s monopoly over the ad-exchange and publisher ad-server markets has stifled competition, and the divestitures are necessary to restore a level playing field. The judge set a September trial date on May 02, after hearing from Google and the DOJ on potential remedies for the company's dominance in ad tools used by online publishers. What is the issue? At the heart of this case is the claim that Google's control over AdX, an online marketplace where publishers sell their unsold ad space in real time, and DFP, a platform used by websites to manage their digital ad inventory, has given the company an unfair advantage. Together, these tools play a pivotal role in how news publishers, content providers, and advertisers interact, allowing Google to dominate the market and suppress competition. Google’s stance Google, however, insists that its practices are not monopolistic and that the company supported behavioural remedies such as making real-time bids available to competitors, but that prosecutors cannot legally pursue a bid to force it to sell parts of its business. "The DOJ's additional proposals to force a divestiture of our ad tech tools go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers," Lee-Anne Mulholland, Google's Vice President of Regulatory Affairs, said in a statement to Reuters. Playing monopoly? The dispute between Google and the DOJ is not an isolated case. Last year, Google took a major step to resolve an antitrust investigation in the European Union by offering to sell AdX. However, European publishers rejected the offer, stating that it would not go far enough to resolve the competitive concerns in the ad-tech ecosystem. The issue of monopolistic practices in digital advertising has been a point of contention for years, as the rise of Google’s advertising platforms has increasingly marginalised smaller competitors. As the September trial date approaches, all eyes will be on the court's decision and whether it will force Google to relinquish control of its key ad-tech assets. The outcome could have far-reaching implications for the future of digital advertising and the competitive dynamics between publishers, advertisers, and tech giants.

US pushes for Google to divest key ad-tech products after antitrust ruling

Google&#39;s newest mobile operating system will be called Nougat, continuing a tradition of naming Android software after sweet treats, the tech giant said on Thursday. 
 
Google had invited people to send in suggestions at its annual developers conference in May, and revealed the winning Android name at a playful ceremony at its campus in the Silicon Valley city of Mountain View. 
 
Nutella was thought to be a favorite, but Nougat won the day. 
 
Google shared the event in a Twitter message tagged #AndroidNougat and containing a looped snippet of video of the undraping of an Android statue standing atop giant nougat and nut bars. 
 
The technology giant has been letting developers work with the new mobile operating system, which is expected to be released later this year. 
 
Alphabet-owned Google&#39;s Android operating software is a computing phenomenon that powers the vast majority of smartphones sold across the world. 
 
There were 1.16 billion smartphones shipped in 2015 that are powered by Android, according to research group Gartner. That accounted for 82 per cent of the market, dwarfing the 225.85 million for Apple&#39;s iOS. 
 
Cupcake, the first version of the operating software to carry the name of an enticing desert, was released in 2009. 
 
It was followed by Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean, KitKat, Lollipop and current-generation Marshmallow. 
 
(AFP)

This continues a company tradition of naming software after sweet treats

Google's newest mobile operating system will be called Nougat, continuing a tradition of naming Android software after sweet treats, the tech giant said on Thursday. Google had invited people to send in suggestions at its annual developers conference in May, and revealed the winning Android name at a playful ceremony at its campus in the Silicon Valley city of Mountain View. Nutella was thought to be a favorite, but Nougat won the day. Google shared the event in a Twitter message tagged #AndroidNougat and containing a looped snippet of video of the undraping of an Android statue standing atop giant nougat and nut bars. The technology giant has been letting developers work with the new mobile operating system, which is expected to be released later this year. Alphabet-owned Google's Android operating software is a computing phenomenon that powers the vast majority of smartphones sold across the world. There were 1.16 billion smartphones shipped in 2015 that are powered by Android, according to research group Gartner. That accounted for 82 per cent of the market, dwarfing the 225.85 million for Apple's iOS. Cupcake, the first version of the operating software to carry the name of an enticing desert, was released in 2009. It was followed by Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean, KitKat, Lollipop and current-generation Marshmallow. (AFP)

New version of Android crowned 'Nougat'

alphabet-owned-google

Alphabet Owned Google, News on Alphabet Owned Google, stories on Alphabet Owned Google, articles on Alphabet Owned Google, Alphabet Owned Google stories at Wion, Alphabet Owned Google news, Alphabet Owned Google latest news

alphabet owned-google

US pushes for Google to divest key ad-tech products after antitrust ruling

New version of Android crowned 'Nougat'