Google will not be forced to fragment or sell its advertising technology unit. This decision was made by federal judge Leonie Brinkema in the United States, who opted to institute a set of compulsory operational changes for the large search company over the next six years.
These guidelines were established with the aim of increasing competition in the online advertising sector. Although the judge rejected the Department of Justice's request to separate the advertising business from Google, the company itself expressed disagreement with the ruling and plans to appeal part of the judgment.
The determination directly impacts the structure encompassing the ad server intended for publishers (DFP) and the auction platform (AdX). In the last fiscal year mentioned, the advertising area represented US$ 294.7 billion (approximately R$ 1.5 trillion), corresponding to 73% of the corporation's total revenue.
A Google spokesperson commented on the judicial deliberation, expressing satisfaction: 'We are very pleased that the court rejected the DOJ's proposal to separate tools that help small businesses reach new customers and grow.'
To prevent Google from giving preferential treatment to its own solutions, the court imposed strict limits on the operation of the advertising tools. The decision requires the presence of a monitor designated by the Judiciary and funded by Google, as well as the creation of a technical committee and an internal compliance officer. This monitor will have permission to analyze the source code, algorithms, and company documents, as well as conduct interviews with its employees.
The imposed obligations will be valid for a period of six years. It is relevant to note that the Department of Justice had advocated for restrictions for a period of 15 years, but the judge opted for a shorter period.
Additionally, the decision prevents Google from creating mechanisms that grant preference to its own tools again. However, Google Ads may prioritize AdX if it results in more advantageous conditions for advertisers, and not just because they belong to the same organization.
The case will still go through new phases, given that Google declared its intention to appeal aspects of the decision regarding its responsibility.