GOOGLE'S AD TECH EMPIRE MAY BE $95B AND “TOO BIG” TO SELL, ANALYSTS WARN DOJ

Summary from the TLDR Marketing newsletter

Google Ad Manager controls 90% of publishers' ad tech tools, according to the DOJ. It is positioned at the center of Google's alleged ad tech monopoly. Analysts estimate Google's ad tech business could be worth up to $95 billion, which would be too large for most potential buyers. The trial aims to determine if Google's ad tech dominance stifles competition and harms publishers. A potential remedy could be forcing a sale of parts of the business.