According to a report by Bloomberg on Tuesday, November 19th, following the ruling of an antitrust case against the tech giant Google, the U.S. Department of Justice is preparing to impose remedies on Google, including the potential forced sale of the Chrome browser.
Chrome is the largest browser in the global market share. The separation of Chrome from Google could significantly reshape the technology landscape and digital advertising. It is estimated that the sale of Chrome could fetch over $20 billion.
If the judge agrees to force Google to sell Chrome browser and restrict the connections of Google products, it could alter advertising placement, measurement, and optimization methods. This could also increase competition and transparency in the advertising industry.
The antitrust lawsuit against Google’s illegal monopoly in the search sector was brought during Trump’s first term and has continued under Biden’s presidency. The judge has already ruled against Google.
Bloomberg reported that the Department of Justice is formulating a comprehensive set of requirements aimed at enhancing competition in the digital market.
Key proposals currently under consideration by the Department of Justice include:
– Forcing Google to sell the Chrome browser;
– Separating the Android system from search and Google Play;
– Expanding advertiser control and transparency;
– Restricting the use of Google’s artificial intelligence (AI) content;
– Prohibiting exclusive search agreements.
The proposed remedies target Google’s ability to cross-promote its products and services, which officials believe has stifled competition.
Google’s Vice President of Regulatory Affairs characterized the Department of Justice’s proposals as a “left-wing agenda” that goes beyond the legal scope of the case.
The judge’s response to these proposals will determine to what extent Google’s business model may need to change and could set a precedent for future technology antitrust cases.