Google proposes reorganizing ad business to ward off US antitrust case: Report

Google has begun offering concessions in an attempt to avoid growing pressure from regulators and antitrust lawsuits.

Google is reportedly considering splitting the parts of its business that handled online advertising into a separate company under the parent organization Alphabet, according to the Wall Street Journal. This offer arises as the search engine faces scrutiny over its dominance in the digital advertising business.

He added:"Rigorous competition in ad technology has made online ads more relevant, reduced fees, and expanded options for publishers and advertisers."The Justice Department declined to comment. It remains unclear if this simple change in business model and assets will satisfy the DOJ or if more structural changes to the company's prominent marketing platform are required.

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