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Google faces antitrust déjà vu as US seeks to break up its digital advertising business

Google faces a trial in Virginia, where a judge ruled parts of its digital advertising technology an illegal monopoly. The trial will determine remedies to restore fair market conditions, potentially involving Google selling parts of its ad technology. The Justice Department argues a breakup is necessary to counter anti-competitive practices, while Google claims it has already implemented sufficient changes. The outcome could significantly impact Google's $305 billion advertising revenue and the broader internet ecosystem. A similar case regarding Google's search engine resulted in a less severe ruling, which Google is using as a precedent in this trial. The judge is considering the impact of AI on the market.

Prepared by Christopher Adams and reviewed by editorial team.

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