Antitrust regulators are taking aim at Google’s ad tech monopoly, with Pubmatic filing a lawsuit seeking billions in damages. Remedy orders are expected this month, following a federal judge’s decision for light-touch remedies, including banning exclusive search engine deals and forcing data sharing. Google plans to appeal.

The focus now turns to breaking up Google’s ad tech business, including platforms for advertisers and publishers, and the ad exchange AdX. The DOJ found Google maintaining a monopoly in these areas, pushing for divestiture and tools to interact with rivals. Pubmatic and OpenX Technologies have both filed lawsuits against Google for anticompetitive practices.

Google is defending its ad tech business, claiming the rise of AI is already impacting it. The company posits that the open web is in rapid decline, and breaking up its ad business could worsen the situation. Despite challenges, Google’s CEO believes the opposite is happening, contradicting claims of a decline in web traffic and display ad revenue.

Read more at Yahoo Finance: Pubmatic Seeks Payback For Google’s Ad Tech Monopoly