The Rundown: What Google and the DOJ are proposing for ad tech antitrust remedies

Now that September is locked in for Google’s showdown with the Department of Justice over how to dismantle its grip on online ad sales, it’s time to dissect how each side thinks the monopoly should be undone.

The proposals were mapped out on Monday in written filings just days after they were outlined to Judge Leonie Brinkema, who last month ruled that Google had unlawfully monopolized the systems that power how information is monopolized online.

What does the Justice Department want?

The DOJ wants to strip Google of the advantages it gained through years of consolidation. The proposal involves three steps. First, level the playing field by forcing Google to give competing ad exchanges and servers real-time access to Adx bidding data through Prebid. After that, a second phase would involve needing to spin out its auction logic — the brains behind its ad server — as an open source product over two or three years. Finally, the third phase would involve the ad server being sold off for good.

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