Google could file an antitrust proceeding in the advertising business in the coming weeks, rejecting Google's concessions

The main problem with Google is that it is necessary to use Google's advertising system in order to advertise to Google, and there was a risk of violating the antitrust law, so Alphabet, which operates Google and YouTube Proposed to the US Department of Justice a concession to split the advertising business into other companies under its umbrella. However, judicial authorities have reportedly refused to make this concession, which could lead to an antitrust proceeding against Google between late July and early August 2022.

DoJ expected to file antitrust lawsuit against Google in weeks --Bloomberg News | Reuters
https://www.reuters.com/technology/doj-expected-file-antitrust-lawsuit-against-google-weeks-bloomberg-news-2022-07-14/

According to a report by the Wall Street Journal in July 2022, Google made a concession to avoid antitrust proceedings in the online advertising business by 'by auctioning advertisements for websites and apps in-house. Instead of operating it, we will split the business into other companies under its umbrella. ' As a result, the 'selling' of advertisements will be transferred to the parent company Alphabet, and the 'purchasing' side will remain at Google, aiming to avoid the monopoly state of the advertising business.

Google proposes concessions to avoid antitrust proceedings in the advertising business, what's wrong and how to deal with it? --GIGAZINE

The reaction of the US Justice Department preparing the proceedings was unknown at the time Google's concession was reported, but a few days later, Bloomberg reported on July 14, 2022, Google's concession. The proposal for a concession was rejected by the judiciary, and it was discussed that 'we are ready to file a proceeding in the next few weeks.'

Jonathan Kanter, assistant minister of antitrust law at the Justice Department, declined to comment directly on Google's concessions, but said at a meeting in Colorado, 'We have regular antitrust laws. They have lost the basic rules that existed when they were enforced in. If we don't use those muscles, they will start to weaken. '

Doha Plating, a second bureaucrat in the Antimonopoly Division, said, 'In this division's position, we do not plan a settlement. The settlement means a compromise. The lawsuit from the Antimonopoly Division is It is expected to increase further, 'he said, emphasizing the US judicial authorities' willingness to refuse to settle the antitrust lawsuit in the future.