The US Justice Department is gearing up for a possible antitrust lawsuit against Google’s ad business, and a new report from The Wall Street Journal outlines a “concession” Google is proposing in response to the investigation. Google might split up some of its ad business and move it to Google’s parent company, Alphabet.
The meat of the WSJ report says: “As part of one offer, Google has proposed splitting parts of its business that auctions and places ads on websites and apps into a separate company under the Alphabet umbrella, some of the people said. That entity could potentially be valued at tens of billions of dollars, depending on what assets it contained.”
If the DoJ takes them up on this offer, all hope for any serious antitrust action in the US is gone.