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Google’s ad tech empire may be $95B and “too big” to sell, analysts warn DOJ

Google Ad Manager is key to ad tech monopoly, DOJ aims to prove.

Google faces its second major antitrust trial in less than a year, with the US government accusing the tech giant of dominating online advertising and stifling competition. The tech company also pointed out that the Federal Trade Commission (FTC) investigated and unconditionally approved the DoubleClick merger in 2007, amidst what the FTC described as urgent "high profile public discussions of the competitive merits of the transaction, in which numerous (sometimes conflicting) theories of competitive harm were proposed." However, based on "newly released documents for the trial," some analysts predict that "any new entity spun out of Google" would be "almost too big for any buyer," AdAge reported.

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