The US government is stepping up its efforts to dismantle Google's digital ad empire. The Justice Department has proposed that Google should hand over the core technology behind its ad network. This move comes after a judge ruled that Google has been using its market power to squash competition, hurting online publishers in the process. The proposal, filed in a Virginia court, suggests that Google should sell off its AdX business and DFP ad platform. These tools connect advertisers with publishers, helping both parties make money.

Google is not happy about this and plans to fight back. The company argues that splitting up these technologies is not as easy as it sounds. Google claims that AdX and DFP are deeply integrated into its systems and can't just be sold off to anyone. Instead, Google has proposed its own solutions to boost competition. The company is also appealing the judge's ruling that its ad technology is illegal. The final decision on Google's punishment is expected later this year or early next year.

This isn't the only legal battle Google is facing. The Justice Department is also trying to separate Google's Chrome browser from its search engine. Another judge has already labeled Google's search engine an illegal monopoly. The hearings on this issue are wrapping up, with a ruling expected by Labor Day. If the government succeeds in both cases, it would be the biggest corporate breakup since AT&T was split up over 40 years ago.

Google's Play Store for Android apps has also been declared an illegal monopoly. The company is fighting an order that would force it to change its commission system, which brings in billions of dollars each year. However, the real impact would come from any changes to its search engine and digital ad network. These are the main drivers of Google's business, which brought in $265 billion in revenue last year.

Meanwhile, the rise of artificial intelligence is changing how people use technology and find information online. This shift could pull traffic and money away from Google, which started in a garage in Silicon Valley in 1998. Despite these challenges, Google's parent company, Alphabet Inc. , is still growing financially and is currently valued at $2 trillion.

The government's push to break up Google's ad network is part of a broader effort to curb the power of big tech companies. The outcome of these legal battles could have significant implications for the tech industry and the way we use the internet. It's a complex issue with no easy answers, but one thing is clear: Google is facing some of its biggest challenges yet.

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Google's Ad Empire Under Fire: The US Pushes for a Major Split

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