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Judge Orders Google to Improve Ad Tech Integration; Remedies Set for Six Years

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A federal judge overseeing the U.S. antitrust case against Google’s ad technology business said that advances in artificial intelligence have changed the market landscape. The judge ordered Google to enhance its ad technology and strengthen integration with rival products.

The ruling follows last year’s finding that Google held an illegal monopoly in parts of the ad tech market, in part because of tying multiple products. The judge noted that emerging technologies, including artificial intelligence, make harsher penalties impractical.

The judge accepted Google’s view that the remedies should remain in place for six years rather than the 15 years sought by the U.S. Department of Justice, saying a 15-year term would be too long for a rapidly changing market. She also referenced a prior antitrust case’s view that remedies can be ill-suited for a moving target.

In a separate antitrust matter from the previous year, AI-driven changes to the search market helped Google avoid a breakup order. The judge said the government had not shown that divesting the ad technology business would repair competition more effectively than behavioral remedies, and that industry distrust alone is not enough to justify a breakup.

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