**Google’s Willingness to Share Bidding Data Marks a New Chapter in AdTech Review Process**
In an unexpected twist at the **landmark AdTech remedy hearing**, Google has opened its doors to a more cooperative approach with competitors. The tech titan’s lawyer, **Karen Dunn**, announced in court that Google is ready to offer rivals access to **real-time bidding data** from its Ad Exchange (AdX). However, the company firmly maintains that there is no legal ground for the **Department of Justice (DOJ)** to force a breakup of its lucrative advertising business.
### The DOJ’s Mission: Aiming for a Breakup
The DOJ’s agenda is clear: they want Google to divest its **ad exchange** and **publisher ad server**. This would not be a quick process—DOJ attorney **Julia Tarver Wood** has indicated that such a divestiture could extend across several years. The **remedies trial** is set to commence on **September 22**, although the timeline remains uncertain.
#### Google’s Pushback
During the hearing, Dunn argued persuasively, insisting that a breakup could not only jeopardize internet users but also fail to attract viable buyers for Google’s ad assets. This sentiment was echoed by **Lee-Anne Mulholland**, Google’s VP of regulatory affairs, who remarked, “Today the DOJ conceded Google’s proposed AdTech remedy fully addresses the Court’s decision on liability. The DOJ’s additional proposals for forced divestiture go well beyond the Court’s findings and would harm publishers and advertisers.”
### Legal Landscape: Historical Context
Interestingly, the court ruled that Google’s acquisitions of **DoubleClick** and **AdMeld** did not adversely affect competition. Therefore, the concept of unwinding these mergers isn’t supported by the current legal landscape. According to a Google spokesperson, the DOJ will likely face significant challenges in achieving its goals in this regard.
#### Implications for Digital Advertising
This hearing follows a pivotal ruling in **April** from a federal judge, who determined that Google had unlawfully maintained control over **publisher ad servers** and ad exchanges. The court found that Google had improperly tied its ad server—previously known as DoubleClick for Publishers—with its ad exchange, AdX. This practice effectively locked publishers into Google’s ecosystem, hampering competition.
### What’s Next?
Both the DOJ and Google are expected to present detailed proposals soon, which could have long-lasting implications for the **digital advertising landscape**. As the trial date approaches, the industry remains on high alert, observing how these legal battles will reshape the future of advertising technology.
For further insights into the unfolding developments in AdTech, you might find this detailed [Adweek article](https://www.adweek.com/media/federal-court-finds-google-violated-antitrust-law-in-adtech-potentially-reshaping-the-digital-advertising-industry/) informative.
As the narrative continues to evolve, one thing is clear: Google’s willingness to share its bidding data represents a significant shift in its strategy toward transparency and competition, amid a backdrop of legal scrutiny and public interest.
