Google claims that selling its ad exchange would be too risky during a court trial.Google claims that selling its ad exchange would be too risky during a court trial.

Google is fighting the Justice Department’s demand to sell its AdX exchange

2025/10/04 12:06

Google spent the past week in a Virginia federal court arguing against the Justice Department’s push to force the sale of its advertising exchange. The company contends that such a move would be too risky, technically complex, and could destabilize the market.

Over five days of testimony, witnesses backing the tech firm warned that a divestiture could jeopardize operations expected to generate $15.9 billion in revenue by 2025, based on projections from research firm eMarketer.

They further argued that dismantling the company’s ad exchange would sow uncertainty across the digital advertising industry, diminish service quality for smaller publishers, and deter potential investors.

Google finds itself in a problem with illegal monopoly allegations 

Google’s trial process focuses on suitable methods to foster competition in the technology that supports the display advertising industry, which the tech giant controls.

The trial came after Leonie Brinkema, an American lawyer and jurist serving as a United States district judge of the US District Court for the Eastern District of Virginia, ruled that the tech company held an illegal monopoly in two areas, that is, the advertising exchange and ad server, a publisher-side technology, in April.

The tech firm currently sells ads for website publishers, provides tools for advertisers to buy placements, and runs an exchange where transactions are completed through real-time auctions.

In response to the ruling, the Justice Department has proposed that the tech firm be forced to divest its AdX exchange and disclose how its ad server determines which ads are displayed.

Notably, if these changes fail to fix competition issues encountered in the market, the department has requested that the company gradually sell its ad server. 

In response to these proposals, Google has suggested integrating its technology with a popular alternative, Prebid, and competing ad servers. It has also pledged not to reinstate certain auction methods that the court found gave them unfair benefits, known as “first look” and “last look.” 

However, it is worth noting that the company’s efforts mainly focused on fighting against the Justice Department’s proposal to make it sell AdX. On the other hand, the agency argued that they found this proposal appealing because it will control approximately 56% of the display ads market, supporting a significant portion of the open web. 

Google fights against the Justice Department’s proposal to make it sell AdX

Concerning the sales of its ad exchange, Google outlined several arguments to convince the court that the Justice Department’s proposal was not a suitable solution. According to the tech company, selling AdX is technically tricky. This is because many of its engineers and outside experts agree that the ad exchange, unlike the rest of Google’s technology, would be complex.

AdX and the publisher ad server are now integrated into a single product under Google Ad Manager. Glenn Berntson, engineering director for Google Ad Manager, stated that this allows them to share processing power and reduces the time it takes to decide which ad to load on a webpage.

Heather Adkins, Google’s vice president of security engineering, commented on the situation. Adkins likened the relationship between AdX and Google’s core infrastructure to knitting, explaining that it is very intertwined. 

Still, the Justice Department argues that the connection of Google’s AdX product to its underlying infrastructure could be replaced with tools from cloud providers, including the tech firm’s own offering, Google Cloud Platform.

Although Adkins acknowledged that some of Google’s core services have similar versions, they may not operate in exactly the same way.

If you're reading this, you’re already ahead. Stay there with our newsletter.

Disclaimer: The articles reposted on this site are sourced from public platforms and are provided for informational purposes only. They do not necessarily reflect the views of MEXC. All rights remain with the original authors. If you believe any content infringes on third-party rights, please contact service@support.mexc.com for removal. MEXC makes no guarantees regarding the accuracy, completeness, or timeliness of the content and is not responsible for any actions taken based on the information provided. The content does not constitute financial, legal, or other professional advice, nor should it be considered a recommendation or endorsement by MEXC.
Share Insights

You May Also Like

Franklin Templeton updates XRP ETF filing for imminent launch

Franklin Templeton updates XRP ETF filing for imminent launch

Franklin Templeton, one of the world’s largest asset management firms, has taken a significant step in introducing the Spot XRP Exchange-Traded Fund (ETF). The company submitted an updated S-1 registration statement to the U.S. Securities and Exchange Commission (SEC) last week, removing language that likely stood in the way of approval. The change is indicative of a strong commitment to completing the fund sale in short order — as soon as this month. The amendment is primarily designed to eliminate the “8(a)” delay clause, a technological artifact of ETF filings under which the SEC can prevent the effectiveness of a registration statement from taking effect automatically until it affirmatively approves it. By deleting this provision, Franklin Templeton secures the right to render effective the filing of the Registration Statement automatically upon fulfillment of all other conditions. This development positions Franklin Templeton as one of the most ambitious asset managers to file for a crypto ETF amid the current market flow. It replicates an approach that Bitcoin and Ethereum ETF issuers previously adopted, expediting approvals and listings when the 8(a) clause was removed. The timing of this change is crucial. Analysts say it betrays a confidence that the SEC will not register additional complaints against XRP-related products — especially as the market continues to mature and regulatory infrastructures around crypto ETFs take clearer shape. For Franklin Templeton, which manages assets worth more than $1 trillion globally, an XRP ETF would be a significant addition to its cryptocurrency investment offerings. The firm already offers exposure to Bitcoin and Ethereum through similar products, indicating an increasing confidence in digital assets as an emerging investment asset class. Other asset managers race to launch XRP ETFs Franklin Templeton isn’t the only one seeking to launch an XRP ETF. Other asset managers, such as Canary Funds and Bitwise, have also revised their S-1 filings in recent weeks. Canary Funds has withdrawn its operating company’s delaying amendment and is seeking to go live in mid-November, subject to exchange approval. Bitwise, another major player in digital asset management, announced that it would list an XRP ETF on a prominent U.S. exchange. The company has already made public fees and custodial arrangements — the last steps generally completed when an ETF is on the verge of a launch. The surge in amended filings indicates growing industry optimism that the SEC may approve several XRP ETFs for marketing around the same time. For investors, this would provide new, regulated access to one of the world’s most widely traded cryptocurrencies, without the need to hold a token directly. Investors prepare for ripple effect on markets The competition to offer an XRP ETF demonstrates the next step toward institutional involvement in digital assets. If approved, these funds would provide investors with a straightforward, regulated way to gain token access to XRP price movements through traditional brokerages. An XRP ETF could also onboard new retail investors and boost the liquidity and trust of the asset, similarly to what spot Bitcoin ETFs achieved earlier this year. Those funds attracted billions of dollars in inflows within a matter of weeks, a subtle indication of the pent-up demand among institutional and retail investors. The SEC, which has become more receptive to digital-asset ETFs after approving products including Bitcoin and Ethereum, is still carefully weighing every filing. Final approval will be based on full disclosure, custody, and transparency of how pricing is happening through the base market. Still, market participants view the update in Franklin Templeton’s filing as their strongest sign yet that they are poised. With a swift response from the firm and news of other competing funds, this should mean that we don’t have long to wait for the first XRP ETF — marking another key turning point in crypto’s journey into traditional finance. If you're reading this, you’re already ahead. Stay there with our newsletter.
Share
Coinstats2025/11/05 09:16