The U.S. Justice Department is intensifying its efforts to dismantle Google's advertising technology operations, marking a potential monumental shift for the $2 trillion company. During a hearing, government lawyers outlined their strategy to compel Google to divest key tools used by online publishers and advertisers, aiming to mitigate Google's dominant position in the ad tech space. The Justice Department's actions are part of wider legal challenges against Google, including a separate case concerning its search engine monopoly, reminiscent of past antitrust actions like the breakup of AT&T in the 1980s. Google's legal team argues against the breakup, citing potential conflicts with legal precedents and risks to privacy and security, while proposing alternative measures. The outcome of these cases could significantly reshape Google's business landscape, pending judicial decisions expected in the coming months.

The Justice Department is seeking judicial intervention to break up Google's ad technology empire, focusing on divesting tools that online publishers use to sell ad space and technology connecting publishers with advertisers.

Judge Leonie M. Brinkema previously ruled that Google held a monopoly in parts of the ad tech system, necessitating remedies to address these concerns, with a decision on specific measures expected in September.

Google faces multiple legal challenges, including another case in Washington where the government is advocating for the sale of its browser, Chrome, as part of broader antitrust measures.

Comparisons are drawn to historical antitrust actions, such as the breakup of AT&T, highlighting the potential scale and impact of these governmental requests should they be granted.

Google's defense argues that a forced breakup would not adhere to legal precedents and could jeopardize security and privacy, proposing instead that the court mandate changes to its business practices without a full divestiture.

Concerns are raised about the feasibility of selling Google's ad technology, suggesting limited buyers and potential issues in maintaining the current level of security and privacy protections.

The outcome of these legal proceedings could lead to significant changes in Google's operational structure, with potential implications for the digital advertising and search industries at large.