<div id="readability-page-1"><div><div><p><strong>Alphabet Inc’s</strong> <span>GOOGL</span> <span>GOOG</span> Google is battling an antitrust trial to prevent a forced sale of a segment of its online advertising business.</p><h2>DOJ, States Push Google To Sell AdX, Open Auctions</h2><p>The trial, which commenced on Monday in Alexandria, Virginia, is the U.S. government’s latest attempt to curb Google’s monopoly power, as per a Reuters report. This comes after the government’s unsuccessful bid earlier this month to compel Google to sell its Chrome browser.</p><p><em>Check out the current price of GOOG stock here.</em></p><p>The U.S. Department of Justice, along with a coalition of states, is seeking to force Google to divest its AdX ad exchange, where the company charges publishers a 20% fee for ads sold in real-time auctions. They also want Google to make the auction system that determines winning bids open source, in an effort to reduce its control over digital advertising.</p><p>“Leaving Google with the motive and the means to recreate that tie is simply too great a risk,” stated DoJ</p><p>Google’s attorney, <strong>Karen Dunn</strong>, argued against the DOJ’s proposals, calling them “radical and reckless.” She stated that these proposals would damage competition by removing Google from the market. Google has asked Judge <strong>Brinkema </strong>to adopt a cautious approach similar to a judge in a separate case over Google’s online search monopoly.</p><h2>Antitrust Trial May Reshape Google's Ad Business</h2><p>The outcome of this trial could have significant implications for Google’s advertising business, which is a major revenue driver for the tech giant. This development follows a favorable ruling for Google in an antitrust case against Apple, where a U.S. judge dismissed the iPhone maker’s claims.</p><p>Meanwhile, analysts have suggested that Google should focus on its search business over its AI initiatives, as search advertising continues to be the company’s primary revenue source, with over a 90% share of Search advertising. The ongoing antitrust trial could potentially impact Google’s future business strategies and market dominance.</p><p>Benzinga’s Edge Rankings place Google in the 87th percentile for quality and the 87th percentile for momentum, reflecting its strong performance in both areas. Check the detailed report here. </p><p><strong>READ NEXT: </strong></p><ul> <li><strong>Sundar Pichai Says He’s ‘Excited’ About Teaming Up With PayPal On AI Shopping And Payments: PYPL Spikes After Hours</strong></li> </ul><p><em>Image via Shutterstock</em></p></div></div></div>

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<p>Alphabet Inc's Google is facing an antitrust trial aimed at preventing the forced sale of its AdX ad exchange. The U.S. Department of Justice and states are pushing for Google to divest AdX and make its auction system open source, citing risks of monopoly power. Google's attorney argues these proposals could harm competition. The trial's outcome may significantly impact Google's advertising business, which is crucial for its revenue. Analysts suggest Google should prioritize its search business amidst ongoing legal challenges.</p>

- Alphabet Inc's Google is facing an antitrust trial aimed at forcing the sale of its AdX ad exchange to reduce its monopoly power in online advertising.  
- The U.S. Department of Justice and states argue that Google's control over digital advertising poses significant risks, while Google's attorney claims the proposals would harm competition.  
- The trial's outcome could reshape Google's advertising business, which is crucial for its revenue, and may influence its future strategies amid ongoing scrutiny.

Google Fights Antitrust Trial To Avoid Ad Tech Breakup: 'Too Great A Risk,' Says DOJ