Kathmandu— A US judge has rejected a bid by the Department of Justice (DOJ) to break up Google’s advertising technology business, marking the third time in recent years that antitrust enforcers have failed to force a Big Tech breakup. In Alexandria, Virginia, Judge Leonie Brinkema declined on Wednesday to order Google to sell its AdX platform, where publishers pay a 20 percent fee for ad auctions.

Background of the Case

The DOJ had argued that Google could not be trusted to run the online advertising exchange after Brinkema ruled last year that Google had illegally quashed competition. The case focused on Google’s ad tech “stack,” which includes tools for website publishers to sell ads and advertisers to buy them. Brinkema previously found that Google had willfully monopolized both the publisher ad server and ad exchange markets, tying these products together unlawfully.

Judge's Decision

Brinkema accepted behavioral remedies but declined to make Google sell AdX or open-source critical auction technology. The reasoning behind today’s decision was not immediately made public; Brinkema filed her opinion under seal for 14 days, leaving the details of how Google must change its ad business unknown for now. She gave both sides 30 days to submit a joint proposed final judgment.

Reactions and Next Steps

Google welcomed the court decision, stating that it was pleased the DOJ’s proposal to break apart tools that help small businesses reach new customers and grow had been rejected. The company plans to appeal the underlying liability ruling. In contrast, the DOJ expressed satisfaction with the ordered relief, saying they are one step closer to restoring competition in online advertising markets.

(With inputs from Al Jazeera)

Originally published on abcnews.com.np.