Ad Tech Briefing: A Google breakup sounds ideal, but the realities are much more complicated

The remedies phase of the Justice Department versus Google has pretty much concluded, and it’s not too much of a melodramatic statement to note how the fate of the display advertising industry will be decided in the next couple of weeks.

Judge Leonie Brinkema has already found Google guilty of antitrust violations in two key markets: the open-web display publisher ad server (DoubleClick For Publishers) and display ad exchange (AdX) markets. She also determined that Google unlawfully tied those tools together. That means the remedies aren’t an academic exercise: the court must now fashion a practical fix.

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