What specific ad tech services could Google be forced to sell?

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Google May Be Forced to Divest Ad Manager and Related Services

A US judge has ruled that Google holds illegal monopolies in the digital advertising technology market, opening the door for prosecutors to seek the divestiture of specific services. The Justice Department has specifically sought the divestiture of Google Ad Manager, a platform that manages the auction-style system advertisers use to purchase digital ad space. This ruling could compel Google to break up parts of its dominant ad tech business.
Google Ad Manager as a Target for Divestiture

The Justice Department's legal action has specifically targeted Google Ad Manager, a key component within Google's broader ad technology division known as Google Network. This platform is central to the auction process where advertisers bid to place advertisements on websites. In 2020, Ad Manager accounted for 4.1 per cent of Google's overall revenue and 1.5 per cent of its operating profit, according to court documents.
Google's Previous Offer to Divest Advertising Exchange

Google itself has previously indicated a willingness to sell certain ad tech assets. In September, the company offered to sell its advertising exchange, which is part of Google Ad Manager, in an attempt to appease European antitrust regulators. However, this proposal was reportedly rejected by publishers.
Potential Broader Implications for Google's Ad Tech Suite

Beyond specific services like Ad Manager, the ruling could have wider implications for how Google manages its entire suite of ad technology. Experts suggest that a successful divestiture by the Department of Justice could make it easier for advertisers and publishers to utilize alternative ad tech platforms. This case, supported by both the Biden and Trump administrations, sets a significant political precedent for the prosecution of major technology companies.

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What specific ad tech services could Google be forced to sell?

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