ALEXANDRIA, Virginia, May 2 (Reuters) - Alphabet's
Google will face a trial in September on antitrust
enforcers' proposals to make it sell off part of its advertising
technology business to address the company's dominance over
tools used by online publishers to sell ads.
U.S. District Judge Leonie Brinkema in Alexandria, Virginia,
set the trial date on Friday after hearing from Google and the
U.S. Department of Justice about potential remedies in the case.
Both sides are expected to file detailed proposals on
Monday.
The DOJ will seek to have Google sell off its ad exchange
and publisher ad server business, in a process expected to take
several years, said DOJ attorney Julia Tarver Wood.
Google lawyer Karen Dunn said the company supported
behavioral remedies - such as making real-time bids available to
competitors - but that prosecutors cannot legally pursue a bid
to force Google to sell parts of its business.
Such a move would also harm internet users and encounter a
lack of interested buyers, she said.
Publisher ad servers are platforms used by websites to store
and manage their digital ad inventory. Along with ad exchanges,
the technology lets news publishers and other online content
providers make money by selling ads.
Brinkema ruled in April that Google unlawfully tied
publishers' use of its ad exchange to use of its ad server, and
enacted anticompetitive policies that were "not in its publisher
customers' best interests." The conduct harmed competition, and
hurt publishers and ultimately internet users, she said.
Google has previously explored selling its ad exchange to
appease European antitrust regulators, Reuters reported in
September.