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US DOJ seeks divestiture of Google's ad tech products

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Google says DOJ ask has "no basis in law"

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Google will face antitrust trial in Sept

(Changes dateline; adds details, background from paragraph 2

onwards)

May 6 (Reuters) - The U.S. Department of Justice has

proposed that Alphabet's Google divest its AdX

advertising marketplace and ad server DFP, a court filing showed

on Monday, after a federal judge found the company illegally

dominated two online ad-tech markets.

The judge set a September trial date on Friday, after

hearing from Google and the DOJ on potential remedies for the

company's dominance in ad tools used by online publishers.

The Justice Department said the proposed remedies, including

divestitures, are necessary to end Google's monopolies and

restore competition in the ad-exchange and publisher ad-server

markets.

Google has said the company supported behavioural

remedies such as making real-time bids available to competitors,

but that prosecutors cannot legally pursue a bid to force it to

sell parts of its business.

"The DOJ's additional proposals to force a divestiture of

our ad tech tools go well beyond the Court's findings, have no

basis in law, and would harm publishers and advertisers,"

Lee-Anne Mulholland, Google's vice president of Regulatory

Affairs, said in a statement to Reuters.

AdX, or Ad Exchange, is a marketplace where publishers can

make their unsold ad space available to advertisers for purchase

on a real-time basis. 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.

Last year, Google took a major step to end an EU antitrust

investigation with an offer to sell AdX but European publishers

rejected the proposal as insufficient.