Google ready to split its activities to avoid an antitrust lawsuit

Google has indeed become a key player in all links in the chain of displaying advertisements on websites and is suspected of abuse of a dominant position. Clay McLachlan/REUTERS

In the United States, the group has reportedly offered to create a new company that would house its adtech services.

The US Department of Justice (DOJ) has been investigating possible anti-competitive practices by Google in the advertising industry for two years, and the investigations appear to be nearing completion. According to the Wall Street Journal, the Californian group would have indeed proposed to the regulator a whole series of commitments in order to avoid an antitrust lawsuit which could be announced this summer. Among these, split its activities in order to move part of its advertising services to a separate company, which would however remain owned by its holding company Alphabet. “We have no intention of selling or withdrawing from this sector”said a spokesperson.

Currently, the group’s advertising activities are within the Google Services division, which also includes the Android operating system, the Google Play application store, YouTube, Google Maps, the search engine, and Pixel smartphones. In 2021, Google’s ad revenue weighed…

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