The U.S. Department of Justice (DOJ) is preparing aggressive remedies in the wake of its antitrust victory against Google, including a potential forced sale of the Chrome browser, Bloomberg reports.
Why we care. Chrome dominates the global browser market, and its separation from Google could dramatically reshape the tech landscape and digital advertising.
A forced sale of the Chrome browser and limits on Google’s product connections could change how your ads are delivered, measured and optimized. This could also potentially increase competition and transparency in the advertising world.
Big picture. Following the landmark ruling that Google maintained an illegal search monopoly, the DOJ is crafting a comprehensive set of requirements aimed at increasing competition in the digital marketplace.
Key proposal.
- Force Google to sell Chrome browser.
- Separate Android from Search and Google Play (without requiring Android sale).
- Expand advertiser control and transparency.
- Restrict Google’s AI content usage.
- Ban exclusive search contracts.
Between the lines. The proposed remedies target Google’s ability to cross-promote its products and services, which officials argue has stifled competition.
The other side. Google’s VP of regulatory affairs calls the DOJ’s approach a “radical agenda” that exceeds the case’s legal scope.
What to watch. The judge’s response to these proposals will determine how significantly Google’s business model might need to change and could set precedents for future tech antitrust cases.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.