Alphabet Google will face a trial in September for the proposals of the antimonopoly agencies to force him to sell part of his advertising technology business to address the company’s domain over the tools used by online editors to sell ads.
The federal judge of the district Leonie Brinkema in Alexandria, Virginia, set the date of the trial this Friday after listening to Google and the US Department of Justice on possible solutions in the case.
Both parties are expected to present detailed proposals on Monday.
The Department of Justice will try to make Google sell its advertising and advertising server business for editors, in a process that is expected to take several years, said the lawyer of this office, Julia Tarver Wood.
Google’s lawyer, Karen Dunn, said the company supported behavioral solutions, such as putting real -time offers available to competitors, but that prosecutors cannot legally present an offer to force Google to sell parts of its business.
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Such an measure would also harm Internet users and cause a lack of interested buyers, he added.
Editors advertisement servers are platforms used by websites to store and manage their digital adventory. Together with ad exchanges, this technology allows news editors and other online content suppliers to generate income through the sale of ads.
Brinkema ruled in April that Google illegally linked the use of its admission to exchange platform by the editors to the use of their advertisement server and promulgated anticompetitive policies that “did not benefit their editors.” This behavior harmed the competition and harmed publishers and, ultimately, Internet users, he said.
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Google had already explored the possibility of selling its advertising exchange platform to appease European antimonopoly regulators, Reuters reported in September.
With Reuters information
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