Alphabet says DOJ proposal to break up Google Ad Manager ‘unworkable’

Lee-Anne Mulholland, Vice President of Regulatory Affairs, stated in a Google blog post: “The remedies trial in the U.S. Department of Justice’s case about our ad tech business concludes today. Testimony showed that the DOJ’s proposal to break up Google Ad Manager is unworkable and would create significant uncertainty and disruption for advertisers and publishers. By contrast, our proposals directly responded to the Court’s ruling without making it harder and more expensive for small businesses to reach consumers and grow… We’ve said from the beginning that the DOJ’s case ignores immense competition and dynamism of the ad tech market. Ravi Goel, CEO of PubMatic, echoed this at trial, saying ad tech ‘evolves at a very high pace … a relentless pace of change.’ We’ll continue to advocate for a resolution that addresses the Court’s concerns without stifling the growth of American businesses that choose to use our tools to grow.”