DoJ likely to break up Google into smaller businesses; Here’s how it plans to do so

The US Department of Justice (DoJ) may be planning to move forward with plans to dismantle Google’s control over internet search, following its win in an antitrust case in August.

The proposed remedies aims to curb Google’s dominance and level the playing field for competitors, particularly as new technologies like AI-powered search emerge.

Limiting Google’s default search status
One of the key strategies is to end Google’s position as the default search engine on billions of devices. Currently, Google secures this spot through contracts and revenue-sharing agreements, particularly on Android devices and the Chrome browser.

The DoJ is exploring options to either limit or eliminate these agreements, which could potentially force Alphabet, Google’s parent company, to separate its Android and Chrome divisions.

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Sharing search algorithms with competitors
A major part of the plan involves forcing Google to share crucial data, including its search indexes and ranking algorithms, which power its search engine and AI capabilities.

This would allow smaller competitors to improve their search services and compete more effectively. Additionally, the DoJ may prevent Google from signing exclusive contracts with web publishers and ensure that publishers can opt out of having their content used for Google’s AI-generated summaries.

Competition in digital advertising
Google’s dominance in digital advertising is also under scrutiny. The DoJ’s proposals could require Google to be more transparent with advertisers and its ad auction processes, making it easier for smaller competitors to enter the market and attract advertisers.

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Google’s response
Google has described the DoJ’s proposals as “radical” and plans to appeal the court’s decision. The company argues that government intervention could harm innovation and negatively impact consumers. Despite these objections, the DoJ’s plan aims to break Google’s monopoly and foster competition in the search and digital advertising markets.

The final details of the remedies are still in development, and any significant changes could take time. However, the DoJ’s efforts signal a bold attempt to reshape the digital landscape and reduce Google’s overwhelming influence in search and AI.