US DOJ Proposes Google Divest AdX and DFP to Break Ad-Tech Monopoly

The US Department of Justice (DOJ) has urged Alphabet’s Google to divest its AdX advertising marketplace and DFP ad server to dismantle its illegal dominance in online ad tech. The move follows a federal judge’s ruling against Google, with a September trial set to determine remedies.

On Monday, Reuters reported that a DOJ court filing proposed that Google divest its AdX (Ad Exchange) and DFP (DoubleClick for Publishers) platforms to restore competition in the ad-exchange and publisher ad-server markets. The filing comes after a federal judge ruled that Google illegally monopolised these sectors, stifling competition. The DOJ argues that divestitures are essential to end Google’s control, limiting publishers and advertisers’ options.

DOJ seeks Google ad tech breakup after riling finds illegal Monopoly tactics. pic.twitter.com/7rIhjv2mVY

— Benzinga (@Benzinga) May 5, 2025

Google countered that behavioural remedies, like sharing real-time bids with rivals, suffice, and claimed the DOJ’s push for divestitures lacks legal grounding. Google’s VP of Regulatory Affairs, Lee-Anne Mulholland, told Reuters, “Forced divestiture goes beyond the court’s findings and would harm publishers and advertisers.” A trial to decide remedies is scheduled for September 2025.

AdX enables publishers to sell unsold ad space to advertisers in real-time auctions, while DFP helps websites manage digital ad inventory. Together, these tools dominate online advertising, generating billions for Google while powering revenue for news publishers and content creators. The DOJ’s proposal echoes a 2024 Google offer to sell AdX to resolve an EU antitrust probe, which European publishers rejected as inadequate, citing insufficient competition restoration.

Google on Friday faced a demand by the US government to break up its hugely profitable ad technology business after a judge found the tech giant was commanding an illegal monopoly. https://t.co/lJsXvTQem3 pic.twitter.com/Dn5qw2p8pZ

— AFP News Agency (@AFP) May 2, 2025

The DOJ’s call for Google to divest AdX and DFP aims to break its ad-tech monopoly, following a judge’s ruling on illegal dominance. With a September 2025 trial looming, the outcome will shape the future of online advertising and competition. As Google resists, publishers and advertisers await clarity on a rapidly evolving digital landscape.