1. DOJ argues Google should sell Ad Exchange and DFP publisher ad server. 2. A trial for remedies is set for September 22. 3. Any breakup may impact Google's $350 billion digital ad revenue. 4. Google plans to appeal the DOJ's proposals, calling them extreme. 5. A separate case considers potential divestiture of Google's Chrome browser.
The potential forced divesture of key ad businesses threatens Google's revenue streams, akin to historical regulatory challenges that severely impacted companies like Microsoft in the 2000s, which affected long-term share value.
The article centers on significant legal actions and potential divestitures impacting Google's most profitable segments, making it highly relevant to GOOG's market performance.
The legal proceedings and potential breakup processes could take several years, as indicated by DOJ attorneys, marking a protracted period of uncertainty surrounding Google's business structure.